Circularity is one of the focus areas of Puma’s Vision 2030 sustainability goals and the company has already scaled up its “Re:Fibre” textile-to-textile recycling program, producing millions of football jerseys made out of an increasing share of recycled textiles. RE&UP has become a key Next-Gen raw material partner in the “Re:Fibre” program supporting Puma’s ambition to reduce reliance on bottle-recycled polyester, enhancing true circularity while minimising textile waste. Due to its previous success, this collaboration has now evolved into a broader global commitment to fully enabling circularity.

Long-term commitment to scaling sustainable solutions

As part of the expansion, Puma will introduce “Re:Fibre” to the Americas, leveraging RE&UP’s recycled raw materials within its local supply chain. Both companies have a long-term commitment to scaling sustainable solutions in the textile industry. By 2030, Puma aims to use 30% fiber-to-fiber recycled polyester fabric for its apparel products. RE&UP’s recycling technology is a key enabler of the circular transition of the industry, especially due to its unique capability to process diverse textile feedstocks, including post-consumer and post-industrial waste, as well as complex blended textiles like polycotton and polyester-elastane materials, traditionally difficult to recycle. Powered with 100% renewable energy and leveraging advanced technologies such as decolourisation processes, RE&UP sets a new benchmark for sustainable, low-impact recycled textile fibres.

“As part of our Vision 2030 goals, we want to have 30% of our polyester fabric in apparel fiber-to-fiber recycled by 2030 and our collaboration with RE&UP opens exciting possibilities for integrating virgin-equivalent recycled materials into our products,” said Howard Williams, Director Global Innovation Apparel & Accessories at Puma. “These materials offer the performance we need while helping us achieve our circularity goals.”

“We are proud to elevate our collaboration with Puma to the next level, building on our existing work through Puma’s “Re:Fibre” program,” said Özgür Atsan, Chief Commercial Officer at RE&UP. “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, our annual capacity of 80,000 tons, and our commitment to renewable energy reinforces our mission to produce Next-Gen materials and establish circularity as the standard for the textile industry. We proudly define our products as Next-Gen materials, as they are designed to meet the needs of the next generation in the textile industry.”