Industry giant PUMA formally announced its InCycle collection of apparel, shoes, and gear. After a long, happy, useful life with their delighted purchasers, these amazing products will return safely to nature or industry.
PUMA product designers worked closely with Cradle to Cradle® experts at EPEA to develop products that meet the requirements for Cradle to Cradle Certified "BASIC", the first step on a path of continuous improvement. Products pursuing this path are aiming at a world where nothing humans make puts hazardous materials into the environment and where nothing humans make winds up in incinerators or landfills.
Instead, InCycle products are themselves made of spaceage material innovations like APINATbio© biodegradable plastic (pictured above) or from recyclable materials like PET. Also in accordance with Cradle to Cradle Certified guidance, PUMA has established its landmark "Bring Me Back" system, developed at I:CO , to provide consumers with an easy way to return recyclable materials into endless incarnations of cool products.
The big story here is that PUMA, a global leader, began looking externally through their Environmental Profit and Loss accounting and asked how they could design their products and systems to reduce their negative environmental footprint and increase their positive environmental footprint. All while they keep making money.