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How Puma and Re&Up Are Transforming Textile Waste into Next-Gen Recycled Materials
Sustainable fashion is taking a huge leap forward as Puma partners with Re&Up Recycling Technologies to push the boundaries of circularity. This multi-year collaboration is all about turning textile waste into high-quality recycled materials—without compromising performance or sustainability goals.
According to Fashion United, Puma has already been making strides with its Re:Fibre textile-to-textile recycling program, producing millions of football jerseys with an increasing percentage of recycled textiles. But now, with Re&Up in the mix, the brand is stepping up its game even further.
A Major Step Toward True Circularity
Re&Up is now a key next-gen raw material partner in Puma’s Re:Fibre initiative. Their expertise helps reduce Puma’s dependence on bottle-recycled polyester, moving toward a fully circular system that minimizes textile waste. With an annual recycling capacity of 80,000 tons, Re&Up processes a diverse range of textile feedstocks, including tricky blends like polycotton and polyester-elastane—materials that are usually tough to recycle.
Expanding Circular Fashion to the Americas
As part of this major expansion, Puma is introducing Re:Fibre to the Americas. This means more of its apparel will incorporate Re&Up’s recycled raw materials, helping Puma hit its ambitious target of using 30% fibre-to-fibre recycled polyester fabric by 2030.
Why This Matters for the Future of Fashion
Puma’s Howard Williams, Director of Global Innovation Apparel and Accessories, sees this as a major opportunity:
“Our collaboration with Re&Up opens exciting possibilities for integrating virgin-equivalent recycled materials into our products. These materials offer the performance we need while helping us achieve our circularity goals.”
Re&Up’s Chief Commercial Officer, Özgür Atsan, shares the same enthusiasm:
“Puma, as one of the most forward-thinking brands, shares our vision for closing the recycled material gap. Our commitment to renewable energy and next-gen materials will help make circularity the standard for the textile industry.”
The Future of Puma Circular Fashion
With this collaboration, Puma is proving that circular fashion isn’t just a buzzword—it’s the future. By scaling up textile-to-textile recycling, the brand is paving the way for a more sustainable industry. Expect to see more recycled, high-performance apparel hitting the shelves, all while reducing textile waste and making fashion greener than ever.
What do you think about Puma’s bold move toward sustainability? Let’s talk in the comments!
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