by Annalisa Audino
The health of the environment also passes through... the boxes of the shoes! It is not a provocation and neither a joke, but the original and interesting project presented by Puma in London, in the Museum of Design. One of the greatest firms of sporting shoes have in fact conceived a new packaging for the environment: it is called “Clever Little Bag” and it replaces the classical box of heavy cardboard with an lighter pack, made from recycled and recyclable material, and from a reusable cloth bag. The cardboard of the wrapping doesn't contain materials that create obstacles in the recycle circle and inside there’s not the usual paper so there’s not further material to discard: thanks to the use of the external recycled bag in PET it won't be necessary to transport the box in a further pouch in plastics released by the seller.
During this "sustainable" phase of the production Puma foresees the saving of over 60% of paper (around 8,5 tons) and of water a year and the reduction of CO2 emissions.
The project, described by the head Yves Behar and from the president of the firm Jochen Zeitz, unites also an innovation to the ecosostenibility of the initiative in the systems of distribution of the products: the boxes of cardboard in which the wrappings are contained will be replaced in fact with a lighter pack that you’ll stack, one above the other. For over 10 years the firm Puma has been busy in projects of environmental guardianship, with the objective to reduce the use of coal, water and energy, by 25%, to reduce the production of refusals by 25% and to increase the international production of accessories, produced by sportsmen and technicians realized according to the best standards of environmental sustainability.
The final objective therefore is to spread the presence of these eco-products at least to 50% of the total of the products within the 2015. "Despite the projects and the researches - the executive manager Jochen Zeitz has declared - the firm won't get an economic saving: we don't expect it to be able to reduce the costs, rather, in the short term, it could have a negative impact on the economic balance, but in the long term there will surely be some economic benefits and obviously environmental benefits. The sustainability is necessary considering the situation of our planet: we, like the other firms, are late in taking responsibilities and we cannot wait for the governments. The enterprises must give the right example”.
In addition to the project, there is also an original way to communicate it: besides the normal press release for journalists, retailers and environmental researchers, Puma has in fact conceived an intelligent video that explains the initiative since its birth, that is to say from the searches, from the hypothesized solutions and from that good idea!
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