Sports company PUMA has teamed up with the BA Fashion course at London-based design school Central Saint Martins to explore more sustainable technologies in textile manufacturing, the results of which can be seen in the new “Day Zero” collection.
Throughout the “Day Zero” collection, PUMA implements cutting edge dyeing technologies such as “Dope Dye” and digital printing, which reduce the use of chemicals and water. After being tested in the collection with Central Saint Martins, PUMA will also roll out these technologies in other parts of its product range.
The name “Day Zero” is inspired by the water shortages in Cape Town, South Africa, where ongoing droughts forced the local government to set a date, “Day Zero”, when the city’s taps would be turned off. To highlight this link, the map of Cape Town can be seen across the collection, which consists of footwear, apparel and accessories.
Dope dyeing is a process which uses less energy, water and chemicals than conventional wet processing, as one step in the dyeing process is eliminated. Digitally printing logos directly onto fabric also helps reduce waste and chemicals. With these initiatives, PUMA reduced the water consumption in the “Day Zero” collection by up to 17.4 percent, depending on the type of product.
Reducing waste goes beyond the production cycle, which is why PUMA also delved into new ways to make its marketing more sustainable. The campaign images for the “Day Zero” collection were digitally sampled, using technology of Dutch digital fashion house The Fabricant.
By using cotton from the Better Cotton Initiative, PUMA also significantly reduces the water use in producing the raw materials for the collection. In 2019, PUMA saved more than 13 billion liters of water by using BCI cotton throughout its product range, which is equivalent to 200 million average showers.
The “Day Zero” collection will be available at in PUMA stores, PUMA.com and selected retailers on March 19, 2020.