Out of the box: Puma brings a lighter step to shoe Branding & Packaging

San Francisco – In collaboration with designer Yves Béhar’s FuseProject, sports lifestyle brand Puma is set to do away with the old-school shoebox.

In the process, the company will save approximately 8,500 tons of paper, 20m megajoules of electricity, 1m litres of fuel oil and 1m litres of water per year.

Living up to its name, the Clever Little Bag is a reusable shoe bag, structured around a cardboard frame. The bag uses 65% less cardboard than the standard shoebox. It uses no laminated printing, no tissue paper, takes less shipping space and it replaces the plastic retail bag, saving an additional 275 tons of plastic each year.

What’s more, the bag is made of non-woven polyester consisting of recycled PET and can be completely recycled at the end of its life. Puma expects to roll out the Clever Little Bag from 2011, bringing the company one step closer to the cradle-to-cradle ideal recently explored by LS:N Global.