Puma, the sportswear giant, is considering the use of Renewcell's dissolving pulp cellulose, derived from cotton-rich textile waste, to produce regenerated fibers like lyocell, modal, viscose, acetate, etc. These fibers aim to reduce dependence on virgin forest sources. Puma's Chief Sourcing Officer, Anne-Laure Descour, announced this initiative at the United Nations climate change summit in Dubai. The company is collaborating with Crystal International Group in Hong Kong to explore incorporating Circulose, made from textile waste, into a specific range of products for consumers.

Speaking at a panel organized by the UN Fashion Industry Charter for Climate Action, Descour highlighted Puma's focus on waste reduction. The company plans to source more cotton waste from its suppliers in Bangladesh to reintegrate it into production. Crystal International Group, a manufacturer for Puma, already includes 20 percent post-production cotton offcuts in some products for the sportswear brand. Puma is also working on recycling polyester waste in Vietnam to create fabric for new T-shirts.

Puma aspires to achieve 100 percent of its polyester products from textile waste, emphasizing the environmental risks associated with textile waste in landfills. Descour emphasized the importance of collaboration between buyers and factories, citing it as a key factor in Puma's sustainability strategy. Transparency and a shared vision are crucial for success in sustainable practices.

Catherine Chiu, Vice President of Global Sustainability at Crystal International Group, stressed the need for suppliers to be proactive in addressing climate change. Waiting for stable orders from brands may risk losing a competitive edge. Chiu highlighted short-term investments with returns in less than two to five years, such as solar installations, which not only contribute to carbon reduction but also offer cost savings for manufacturers.