Puma and the BA Fashion course at Central Saint Martins in London collaborated for a new sustainable collection with a strong ethical impact, named “Day Zero”.
The name “Day Zero” is inspired by the shortage of water in Cape Town, South Africa, where ongoing droughts have forced the local government to set a date, called “Day Zero”, for closing the taps in the city. In respect of those who, like the city of Cape Town, do not have enough water, Puma has chosen to use dyeing technologies such as the “Dope Dye” for this collection, which uses less energy, water and chemicals than traditional wet, since a phase of the dyeing process is eliminated.
The digital printing of logos directly on the fabric, then, helps to reduce not only water but also waste and chemicals. With these initiatives, therefore, the water consumption of the “Day Zero” collection has been reduced by up to 17.4%, depending on the type of product.
The cotton of the Better Cotton Initiative, then, allows the saving of water consumption in the production of raw materials. A number to get an idea of the scope of the choice? In 2019, Puma saved over 13 billion liters of water by using this cotton in its entire product range, which equates to 200 million showers.
The marketing of the campaign dedicated to Day Zero is also more sustainable: the images have been digitally sampled, using the technology of the digital fashion house The Fabricant.
There are only a few days to buy clothes and accessories from the “Day Zero” collection: it will be available starting March 19th.
It is not Puma’s first collaboration with talented brands: an example is that with Ader Error.