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Welcome to Our Blog - Ahead of the Curve: PUMA’s Sustainability Win
Ahead of the Curve: PUMA’s Sustainability Win
- Textile industry
- Jun 16, 2025
- 0 Views
Ahead of the Curve: PUMA’s Sustainability Win
In a significant move for the global apparel industry, German sportswear brand PUMA has surpassed its 2025 goal of sourcing 90% of its products from more sustainable materials—an achievement reached a full year ahead of schedule. By the end of 2024, 9 out of 10 PUMA products, including apparel, footwear, and accessories, were made using materials such as recycled polyester and cotton sourced through the Better Cotton Initiative (BCI).
This milestone is part of PUMA’s broader Forever Better sustainability strategy, which prioritizes environmental responsibility and ethical practices across its value chain. While the shift to eco-materials is a major achievement, it’s only one part of the brand’s ambitious commitment to sustainability.
In parallel with its environmental goals, PUMA has also made strides in strengthening human rights and fair labor practices. The company has increased its engagement with suppliers to improve working conditions, supported efforts to ensure freedom of association, and worked to increase wages in key sourcing regions. According to PUMA, the company has been actively collaborating with factories to assess and improve wage structures, with the goal of going beyond minimum wage compliance and helping employees move toward living wages.
This twofold commitment—to the planet and to the people who make the products—demonstrates a holistic approach to sustainability. It’s not only about what materials go into a product, but also about how and by whom those products are made. PUMA’s success serves as a clear example of what can be accomplished when companies set ambitious goals and back them with meaningful action and strong partnerships across the supply chain.
The achievement is also a powerful reminder of the impact that supplier relationships can have. PUMA’s ability to surpass its sustainability targets is deeply connected to its work with sourcing partners who share the brand’s values and long-term vision.
At ITG Group, we are inspired by milestones like these. We remain committed to our own goals—and those of our clients—to build strong, forward-thinking companies that lead in the textile industry. Part of that mission includes keeping our community informed with the most relevant news, insights, and innovations shaping the future of fashion and textiles.
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