Eco Fashion World

We all know Puma as the sportswear brand that turns out fashion must-haves through their collaboration with top designers like Alexander McQueen, Yasuhiro Mihara and Rudolf Dassler. But Puma also seems to be on the right track when it comes to sustainability. At the last EBS-Symposium, Puma’s CEO Jochen Zeitz publicly announced that Puma will continue their commitment to sustainable development.

According to a recent report by Assistant Professor in Management and Organization Julia Roloff, Puma has had a sustainable mindset since the mid 90’s. Under the title Social Accountability and Fundamental Environmental Standards (S.A.F.E.) the company developed a concept that, according to Zeitz, is "based on the pillars of transparency, dialog, sustainability, social accountability and evaluation". In 2001, Puma achieved its first milestones: all direct suppliers were audited. Besides that a manual was distributed among the suppliers that provides detailed information on Puma's social and environmental standards and suggests implementation methods. The S.A.F.E.-standards as summarized in Puma's code of conduct and defined in the manual are frequently updated since both environmental and social standards evolve. Since 2004 Puma is a member of the Fair Labor Association and received full accreditation in 2007. 

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