Puma and Collina Strada Take on GFA Designer Challenge for Sustainable Fashion Innovation
Puma and Collina Strada join the GFA Designer Challenge for sustainable fashion innovation. Promoting creativity and eco-friendly solutions.
In an effort to promote sustainable fashion practices, renowned clothing companies Puma and Collina Strada have been announced as participants in the GFA Designer Challenge 2023, organized by the Global Fashion Agenda (GFA). The announcement comes just ahead of the Global Fashion Summit: Copenhagen Edition, where an interactive installation showcasing the GFA designer challenges, including those from Puma and Collina Strada, will be featured.
The challenge, presented by Smiley, focuses on integrating creativity and originality with environmentally friendly solutions. It aims to highlight outstanding creative directors and their sustainable design methodologies. Smiley, responsible for the 'Smiley' name and the Future Positive Creative Fund, which supports and mentors designers in their artistic ambitions, shares the goal of driving positive influence alongside GFA.
According to reports, less than 1 percent of textile waste is currently recycled into useful fibers suitable for the fashion sector, resulting in an annual material loss of over $100 billion. To address this issue, Heiko Desens, the global creative director of Puma, and Nicole McLaughlin have come together to tackle waste reduction in the production chain through upcycling material cut-offs. Their joint endeavor, called 'Sweep the Factory Floor,' showcases McLaughlin's creative process at her New York Studio and Puma's headquarters in Bayern, Germany.
Collina Strada's creative director, Hillary Taymour, has partnered with Circulose, a business owned by Renewcell that specializes in recycling textiles. Circulose offers a brand-new material made from waste generated during manufacturing processes and recycled cotton from old clothing. Selecting sustainable raw materials is crucial, as at least two-thirds of a brand's environmental impact can be attributed to these choices.
Federica Marchionni, CEO of Global Fashion Agenda, emphasizes the significance of design decisions in shaping the environmental impact of garments. Designers have the power to significantly influence resource use, purchasing behavior, and usage patterns, ultimately driving positive change within the industry.
The GFA Designer Challenge provides an opportunity for Puma, Collina Strada, and other participants to showcase their innovative approaches to sustainable fashion and inspire the industry as a whole. By combining creativity, originality, and environmentally friendly solutions, these brands are leading the way towards a more sustainable and responsible fashion future.