14 DAY TRIAL // Shoe boxes are indispensable, especially for those ladies who have more than three pairs of shoes for each season. They’re used for storage and not only for footwear, but the cruel reality remains that they represent a complete waste: of paper, water and energy. Puma has decided to embrace a different approach to the matter and has developed a new type of shoe box – one that is not a box at all.
The Clever Little Bag, as the press statement cited by The Appointment informs, is a reusable bag that completely eliminates the idea of selling (and keeping) shoes in boxes. Instead, they will come with a carton frame that can be assembled on the spot in a tissue bag that is reusable. This means a reduction of up to 65 percent in terms of paper, water and energy consumption, while also lowering Puma’s carbon footprint by more than a half.
“Boxes are everywhere, boxes have been around longer than the wheel, our lives are filled with them, we work in boxes. For a long time boxes made our lives easier. But at some point boxes became a problem. For a long time our mission has been to become the most desirable sportlifestyle company. With this next phase of our sustainability program we have evolved our mission to be the most desirable and sustainable sportlifestyle company in the world,” Jochen Zeitz, chairman and CEO of Puma, says in the press statement.
“Through PUMAVision and our puma.safe program we have already started to reduce our carbon emissions, curtail wasteful transportation, recycle and reuse available materials, use water sparingly and become paperless,” Zeitz further explains. “Puma’s long-term sustainability program, however, will not stop with the accomplishment of the ambitions outlined above. The company takes responsibility to further reduce harm, working towards closed-loop systems and recycling programs. Puma will continue to find innovative solutions that no longer deplete resources and will offset its “paw print” where further mitigation is not possible,” another statement adds about the continued efforts in this direction on behalf of Puma.
In order to come up with the Clever Little Bag, Puma worked relentlessly for 21 months, took up for consideration over 2,000 ideas and developed more than 40 packaging prototypes. All this and much more are also presented in the video below. Enjoy.