Eco sneaker: Puma shoes that turn into soil

The InCycle collection will include new versions of many of the brand’s most famous items, such as track jackets and the Basket sneaker, the latter in a biodegradable version. Composed of organic cotton and biodegradable plastic, the sneaker eventually turns into natural humus when processed in an industrial composting facility.

The line also emphasises the use of recycled materials. After Puma found that 57% of its environmental impact was associated with the production of raw materials such as leather and rubber, it decided to make use of materials like recycled polyester. The collection avoids the use of mixed materials so that items are easier to recycle.

For more on how brands can profit by taking an ethical stance, see our Brandstanding.