"Day zero": The ecological collection of Central Saint Martins x PUMA

“Day Zero” is the day that water in Cape Town stops flowing from the faucets.

A date that frightens and that, at the same time, has managed to set in motion two Brands of which we have all heard:

PUMA and the British renowned school of design “Central Saint Martins”.

The union is strength! Thus, the talent of the students, the PUMA’s commitment to the environment and the use of a series of technologies for saving water during production have allowed the marketing of a sustainable collection.

From March 19, in fact, you can buy online the garments and accessories with a unique design, to boast an “Ecological” street style!

Among the garments, we find T-shirts, sweatshirts, leggings, tops, and jackets in printed technical fabric. Among the accessories: backpacks, belt bags and the inevitable sneakers RS-X3s, Future riders, and Ralph Sampson Lows.

PUMA with the production of this line has saved 17.4% of water, a very significant percentage achieved through the use of precise techniques.

For the dyeing of garments, they have used the innovative technology “Dope Dye”, which reduces waste of water and other chemicals.

The cotton for the creation of some pieces is that of the Better Cotton Initiative, partner company thanks to which, in 2019, PUMA managed to save 13 billion liters of water!

The prints, finally, are digital. And it is precisely on the prints that we must stop: “It’s a windy day and I am surviving” “Water runs dry”, sentences that bring back to the themes of drought and survival and shake a strong sense of responsibility.

Jackets and sneakers are decorated with the digital map that tracks the use of water in the South African city and the predominant colors are gray, lilac and fluorescent yellow.

The advertising campaign is consistent: zero waste! Made entirely on the computer in collaboration with Digital Fashion House “The Fabricant”, projects clothes into a parallel universe where the earth appears arid and the atmosphere is apocalyptic.

This collaboration is an important step towards greater care for our planet and PUMA has shown that it wants to commit itself to a greater safeguard of a precious asset that is often taken for granted: water.

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