UK – Puma is working with Central Saint Martins' BA Fashion students to explore future textile manufacturing for a more sustainable sportswear industry.
The collaboration has led to a garment collection entitled Day Zero – in reference to the day the planet runs out of water – while drawing attention to water shortages being experienced in Cape Town, South Africa. The range prioritises sustainable, waterless practices from materials to marketing, including a campaign featuring digitally rendered versions of its pieces. Visually, the collection also highlights South Africa’s drought, with phrases such as Water Runs Dry and No Habitat featured as decorative details on clothing, shoes and accessories.
By working with Central Saint Martins and its students for the project, Puma has been able to experiment with new technologies in textile production, implementing state-of-the-art dyeing methods and digital print techniques that reduce the standard chemical and water consumption needed for clothes manufacturing.
In light of the fashion industry’s existential questions about supply chain and overconsumption, brands are innovating to provide collections created from eco-friendly fabrics and embracing Immaterial Fashion to provide digital solutions.