Puma has launched a Wilderness range of sustainable footwear and apparel, with about 75 percent of the clothing using Fairtrade cotton and nearly all of the production taking place in Africa. Fairtrade sets minimum prices per region to ensure eco-friendly and socially sustainable production. Puma will pay the Fairtrade Premium, an additional fee on top of the purchase price. This money goes to cotton farmers who will invest the funds in education, health care or farm improvements. Puma’s target is that its Wilderness range should use only Fairtrade cotton from next year. The initiative ties in with its 20 percent stake in Wilderness Holdings, a conservation and eco-tourism company based in Botswana.

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