PUMA presents a collection in collaboration with the London Central Saint Martins

Sustainability has become a central topic also in the fashion world and more and more brands are trying to reduce the environmental impact of their products. In order to find the best way to face this new challenge, PUMA teamed up with the students of the BA Fashion course at Central Saint Martins design school in London. The result of this new collaboration is Day Zero, a collection inspired by the water shortages in Cape Town. In South Africa, drought has forced the local government to set a date, Day Zero, which gave the project its name, for the closing of the city's water. 

The map of Cape Town, in addition to the phrases Water Runs Dry and No Habitat is the decorative detail marking the entire proposal, from apparel and accessories to sneakers. The print, in various shades of blue, neon yellow, red and grey, appears on jackets, hoodies, shorts, leggings, t-shirts, tops, backpacks and caps, but also on the special re-editions of RS-X³s, Future Riders and Ralph Sampson Lows.

The partnership between PUMA and Central Saint Martins has explored the most sustainable technologies in textile production and implemented both state-of-the-art dyeing methods such as "Dope Dye" and digital printing that reduce the use of chemicals and water. Making clothes with Cotton from the Better Cotton Initiative has reduced water consumption by the sportswear brand to over 13 billion liters of water in 2019, equivalent to 200 million showers. Even marketing is sustainable. The images from the Day Zero campaign have been digitally sampled. 

The Day Zero collection will be available in PUMA Stores, on the brand's website and in selected retailers from March 19.