India, May 15th, 2012 – PUMA® announces its new PUMA Wilderness collection, a line of apparel, footwear and accessories inspired by the landscape and climate of Africa. The collection, primarily sourced and produced in Africa using environmentally sustainable materials, has a worn, bushwhacked look and feel and addresses the element of heat.
The PUMA Wilderness Collection is comprised of: woven shirts, graphic tees, wilderness boots, a backpack and more. Of the first Spring/ Summer 2012 PUMA Wilderness collection, 45% of the apparel styles use Fairtrade cotton, 50% use cotton that is made in Africa (CmiA), and 95% of the line is produced in Africa. Cotton Made in Africa supports subsistence farmers, places a strong emphasis on reducing the use of pesticides, and is certified by the Aid by Trade Foundation (AbTF). Additionally, manufacturing the PUMA Wilderness range in Africa helps create new jobs and development opportunities in various regions of the continent.
The PUMA Wilderness line also connects to PUMA’s 20% stake in Wilderness Holdings Limited, a leading Botswana-based ecotourism and conservation company that utilizes sustainable processes and supports both biodiversity conservation and development of rural communities across nine African countries. Along with its environmental and social commitments, Wilderness Holdings Limited additionally provides design cues for the safari-inspired PUMA Wilderness collection.
“The PUMA Wilderness collection brings us yet another step closer to our goal of developing more sustainable and socially responsible lines, and in turn furthering PUMA’s mission to become the most desirable and sustainable Sportlifestyle company,” said Rajiv Mehta, PUMA South Asia MD.
The collection features: natural colours inspired by the African landscape, material and design for withstanding higher outdoor temperatures, and PUMA Africa logos and environmental messages. The apparel, accessories and footwear blend modern design with outdoor functionality for life on the streets – or in the bush.
Key styles in the collection include:
PUMA Wilderness Long-Sleeve Shirt
The long-sleeve shirt is made with 100% certified Fairtrade cotton – noted by the official Fairtrade logo on the shirt – and is designed to beat the heat. It sets the stage for comfort and approachability with natural colours, PUMA Africa graphics, and front and internal pockets. The collar can be styled two ways – up or folded down – with the expandable collar feature. The shirt sports features for breathability and a heavy topstitch detail for durability.
Terrae Mid Africa boot
The boot, designed after the traditional African Velskoen boot that was first observed by settlers in South Africa, is designed with deconstructed, distressed upper suede. It is lightweight, earth-toned and functions well on sand and dirt. The Terrae Mid Africa boot is developed and produced entirely in Africa.
PUMA Wilderness Backpack
The PUMA Wilderness Backpack, made with 100% recycled polyester fabric, has a natural color-palate and an earthy feel. There is plenty of room for storage, including a main compartment with a padded area for a laptop, and two side compartments. Comfort comes from curved shoulder straps, a padded back and base, and a webbing carry handle. Special details include the tri-color PUMA Wilderness woven label and PUMA Africa embroidery. The Spring/Summer 2012 line will be available at retail in 16 different countries and on www.puma.com.
PUMA
PUMA is one of the world’s leading Sportlifestyle companies that designs and develops footwear, apparel and accessories. It is committed to working in ways that contribute to the world by supporting Creativity, SAFE Sustainability and Peace, and by staying true to the principles of being Fair, Honest, Positive and Creative in decisions made and actions taken. PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such as Football, Running, Motorsports, Golf and Sailing. Sport Fashion features collaborations with renowned designer labels such as Alexander McQueen and Mihara Yasuhiro. The PUMA Group owns the brands PUMA, Cobra Golf and Tretorn. The company, which was founded in 1948, distributes its products in more than 120 countries, employs about 11,000 people worldwide and has headquarters in Herzogenaurach/Germany, Boston, London and Hong Kong. For more information, please visit http://www.puma.com
WILDERNESS
Wilderness is a conservation organisation made up of ecotourism companies and non-profit trusts that believes in using responsible tourism to build sustainable conservation economies in Africa. We do this by creating journeys through the most remote and beautiful wild areas in southern Africa for our guests while at the same time sharing the benefits of tourism with local communities.
Through our travel divisions – Wilderness Safaris, Wilderness Adventures, Wilderness Explorations, Wilderness Collection and Wilderness Air – we operate a portfolio of some 70 lodges, camps and safaris in nine African countries: Botswana, Congo, Kenya, Namibia, Malawi, Seychelles, South Africa, Zambia and Zimbabwe. Our non-profit trusts – Children in the Wilderness and the Wilderness Wildlife Trust – ensure we make a difference in Africa, benefiting its people, places and wildlife. For more information please visit: www.wilderness.travel
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