Puma x RE&UP
Puma and RE&UP Recycling Technologies have signed a Letter of Intent to strengthen their partnership in circular textile solutions, aiming to convert textile waste into next-generation recycled cotton fibers and polyester chips.
Sustainability and circularity are central to Puma’s Vision 2030 goals. The company has already scaled its RE:FIBRE textile-to-textile recycling program, producing millions of football jerseys with an increasing percentage of recycled textiles. As a key raw material partner, RE&UP has helped Puma reduce its dependence on bottle-recycled polyester while increasing textile circularity and minimizing waste.
As part of this expansion, Puma will introduce RE:FIBRE to the Americas, incorporating RE&UP’s recycled raw materials into its regional supply chain. By 2030, Puma aims for 30% of its polyester fabric in apparel to come from fiber-to-fiber recycling. RE&UP’s renewable energy-powered process and decolourisation technology set new sustainability standards for low-impact recycled fibers.
Howard Williams, Director of Global Innovation Apparel & Accessories at Puma, emphasized the importance of this collaboration, stating, “As part of our Vision 2030 goals, we aim for 30% of our polyester fabric in apparel to be fiber-to-fiber recycled by 2030. Our partnership with RE&UP opens up exciting opportunities to integrate virgin-equivalent recycled materials while maintaining the performance our products require.”
Özgür Atsan, Chief Commercial Officer at RE&UP, expressed enthusiasm about the partnership’s evolution, saying, “We are proud to take our collaboration with Puma to the next level through the RE:FIBRE program. Puma is one of the most forward-thinking brands in the industry, sharing our vision of closing the recycled material gap.”
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