PUMA’s recent initiatives are the ones people have talked the most about. By redesigning the shoe box by renowned designer Yves Béhar, the brand shows that less is more. More style and originality for those revolutionary boxes which will reduce the paper used for shoeboxes by 65% and carbon emissions by 10,000 tons per year.

And what works for packaging also works for products. PUMA re-tooled the brand’s most iconic shoes, the Suede in September 2011. Its ecological version, the Re-Suede, has been developed uses the latest materials and processes in eco-friendly product innovation. Its new look is also 140g (5,2 oz) lighter than its original and therefore reduces fossil fuels needed in transport - saving fifteen tons of carbon emissions for every ten thousand pairs shipped.

Volcom on the other hand, plays out the NGO card. Having major impact regarding environmental issues, NGOs need the support of companies to strengthen and give voice to their actions. Via their V.Co-logical Series  ‘1% for the Planet’ membership, Volcom supports the ‘Protect our Winters’ (POW) NGO this season, which is dedicated to reducing climate change, and was founded by professional snowboarder Jeremy Jones. The support comes by way of a collection of items that can be purchased at retailers that carry Volcom Snow and at the POW Website directly. The collaboration is only natural, and the result reflects positively in its collection”.

On the luxury side, long-term links have been forged between NGOs and several PPR brands. For example, Gucci and UNICEF have been partners since 2005. The latest Mamma Bag designed by Frida Giannini and supported by PPR Corporate Foundation For Women's Dignity And Rights, is a wonderful illustration of this collaboration with 25% of the retail price of each bag sold being donated to UNICEF AIDS programs.  Why the name ‘Mamma’? The bag is a tribute to Mother’s Day and because every day, as many as 1.000 mums transmit the HIV virus to the child they are carrying.

For Yves Saint Laurent, an ethical version of its famous Muse Two bag was launched in spring. Ethical thanks to its sustainable partnership with a women’s association in Burkina Faso, whose member made each piece by hand. Ecological, thanks to parts of the bag originating from plastic bag recycling. The Muse Two Artisanal is therefore a hybrid creation mixing luxury craftmanship, vintage and upcycling.

So thanks to imagination and savoir-faire, sustainability and fashion have a common future. Even better, they can inspire one another and help each other grow. This is the type rich partnership that PPR Group wishes to develop. These initiatives also illustrate PPR’s new strategy through the creation of PPR HOME, whose aim is to establish new standards in sustainability and professional practices regarding the luxury and sport & lifestyle sectors.