PUMA has entered a multi-year partnership with RE&UP Recycling Technologies to advance circular textile solutions. This collaboration will convert textile waste into RE&UP’s next-generation recycled cotton fibres and polyester chips.
Aligned with PUMA’s Vision 2030 sustainability goals, which prioritise circularity, this initiative builds on the expansion of its RE:FIBRE textile-to-textile recycling programme. The company has already integrated increasing amounts of recycled textiles into millions of football jerseys.
RE&UP now serves as a key raw material partner in the RE:FIBRE programme, helping Puma reduce its reliance on bottle-recycled polyester. By enhancing true circularity and minimising textile waste, the partnership strengthens a global commitment to sustainable innovation.
As part of this initiative, Puma will introduce RE:FIBRE to the Americas, incorporating RE&UP’s recycled raw materials into its regional supply chain. The company aims to achieve 30% fibre-to-fibre recycled polyester in its apparel by 2030 and is preparing to launch resale and repair services in select markets while transitioning to 100% recycled polyester fabric.
Howard Williams, Puma’s Director of Global Innovation for Apparel and Accessories, stated: “As part of our Vision 2030 goals, we want 30% of our polyester fabric in apparel to be fibre-to-fibre recycled by 2030, and our collaboration with RE&UP opens exciting possibilities for integrating virgin-equivalent recycled materials into our products. These materials offer the performance we need while helping us achieve our circularity goals.”
Özgür Atsan, Chief Commercial Officer at RE&UP, added: “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 tonnes, and our commitment to renewable energy reinforce our mission to produce next-generation materials and establish circularity as the standard for the textile industry.”
“We proudly define our products as next-generation materials, as they are designed to meet the needs of the next generation in the textile industry,” he added.
RE&UP is redefining sustainable textiles through advanced recycling technologies powered by 100% renewable energy. Its capabilities include decolourisation processes and the ability to recycle a wide range of textile feedstocks, from post-consumer and post-industrial waste to difficult-to-recycle blended fabrics such as polycotton and polyester-elastane.
