New packaging system for Puma

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German sportswear maker Puma has launched a sustainable packaging system for apparel and footwear.

Industrial designer Yves Béhar has created an alternative shoebox, the Clever Little Bag, as part of the company’s sustainability program that aims to reduce water and paper consumption by over 60 per cent. 

The new packaging will be produced in existing shoe factories and will roll out in the second half of 2011.

Puma also intends to diversify its manufacturing platform away from the Far East, with production plants closer to points of sale. Chairman and chief executive Jochen Zeitz said: “sustainability in business is no longer negotiable”.

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