PUMA partners with RE&UP to scale textile-to-textile recycling

Desk Report 4 days agoLast Updated: March 26, 2025

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PUMA Group has announced a multi-year collaboration with RE&UP Recycling Technologies to advance textile-to-textile recycling globally. This strategic partnership aligns with PUMA’s commitment to sustainability and reinforces its efforts to integrate more recycled materials into its supply chain.

Building on PUMA’s existing RE:FIBRE programme, the collaboration introduces RE&UP’s recycled cotton fibres and polyester chips into the brand’s production network, with a significant expansion planned in the Americas. RE&UP’s proprietary technology processes blended textiles using 100 per cent renewable energy, ensuring a lower environmental footprint while delivering high-quality recycled materials.

Howard Williams, Director of Global Innovation for Apparel & Accessories at PUMA, expressed enthusiasm about the partnership: “Our collaboration with RE&UP opens exciting possibilities for integrating virgin-equivalent recycled materials into our products. This step is crucial in our mission to drive sustainability and innovation across our offerings.”

This initiative directly supports PUMA’s Vision 2030 target of incorporating 30 per cent fibre-to-fibre recycled polyester in its apparel lines by the end of the decade.

Özgür Atsan, Chief Commercial Officer at RE&UP, highlighted the importance of this collaboration in driving circularity in the textile industry: “PUMA, as one of the most forward-thinking brands in the industry, shares our vision for closing the recycled material gap. The proven quality of our products, our ability to process diverse textile compositions, and our focus on Next-Gen materials reinforce our mission to make circularity the standard.”

As sustainability becomes a core focus for global fashion and sportswear brands, PUMA’s partnership with RE&UP marks a significant step toward reducing textile waste and fostering a more circular economy within the industry.