The Innovative Natural Fibre Behind PUMA's Future Footwear

If someone told you that their new pair of shoes was wood-based, you might expect to look down and see them sporting a pair of traditional Dutch clogs.

Well, think again, because German footwear giant PUMA has committed to a partnership with Finnish textile innovator Spinnova, a company pioneering the use of wood-based fibres in state-of-the-art sportswear.

The collaboration will integrate Spinnova's wood-based, chemical-free SPINNOVA® fibre into PUMA’s future collections, beginning with its Sportstyle line.

This is just the latest in a series of sustainable initiatives from PUMA. The company, which has made its name in fashionable sportswear, is now vying to become one of the more sustainable brands in an industry under increased scrutiny from environmentalists.

Inside PUMA's partnership with Spinnova

The agreement with Spinnova spans several years and secures production capacity for PUMA from Woodspin Oy, which is the name of a joint venture between Spinnova and Suzano, a Brazilian pulp and paper company.

But how exactly does Spinnova’s approach to clothing production work? The Finnish company's fibre production process stands out for its minimal environmental footprint, relying on water rather than chemicals to create manmade cellulosic fibres (MMCF).

Howard Williams, PUMA’s Director of Global Innovation for Apparel & Accessories, is particularly excited by the potential this new approach to clothing could hold.

“Spinnova’s innovative fibre technology represents a new gateway into the world of MMCF production, using water instead of chemicals to help produce these fibres,” he says.

Sustainability and scale in the fashion industry

The fashion industry, particularly the fast-fashion and sportswear sectors, has long been criticised for its environmental impact, from the overuse of water and chemicals to the disposal of non-biodegradable textiles.

Innovations like the Spinnova fibre, derived from renewable wood sources, could be a genuine alternative. The fibre’s production emits significantly fewer greenhouse gases and consumes less water compared to traditional materials like cotton or polyester.

Spinnova, headquartered in Finland, has been at the forefront of sustainable textile innovation. The company’s process bypasses many of the energy-intensive steps typical of synthetic or regenerated fibres, such as viscose, and eliminates the need for harmful solvents.

Jari Aittakari, Woodspin Oy's Sales Director, thinks that getting PUMA's vote of confidence could be a transformative moment for the fashion sector.

“This partnership with PUMA showcases the potential of sustainably sourced and renewable raw material to transform the fashion industry by inspiring and empowering people to make more sustainable choices,” he explains.

Inside PUMA’s recent sustainability drive

PUMA, which distributes its products across 120 countries and employs approximately 20,000 people, has made sustainability one of its key focuses in recent years.

The company’s RE:FIBRE programme, for instance, recycles textile waste from factory off-cuts, defective goods, and pre-loved garments into new polyester textiles. This initiative is part of PUMA’s broader Forever. Better. campaign, which aims to drive circularity and reduce waste across its global operations.

In terms of sustainable products, one only need look as far as the RE:SUEDE shoe that PUMA released in early 2024. The trainer is modelled on one of the company's most popular designs, but with a twist: it is compostable.

Incorporating Spinnova's materials into product lines is just the latest step in the search for sustainable sportswear supremacy. Aligning with Spinnova not only strengthens its sustainability credentials but also sets an example for other global brands.

Spinnova’s Chief Product and Sustainability Officer, Shahriare Mahmood, agrees. “This marks an important step in building the market and industrial adoption of SPINNOVA® fibre, which is needed to scale the fibre and Spinnova’s technology,” he says.

The bigger picture

So, this new partnership comes as fashion brands face increasing pressure from consumers and regulators to adopt greener practices.

The EU is taking proactive steps to regulate for sustainability across all industries, and stricter textile recycling rules and sustainable material are in the process of being mandated.

And in the United States, brands like PUMA must navigate a market where eco-conscious consumers demand transparency and accountability more than ever before.

The shift toward wood-based fibres could also mitigate supply chain risks associated with conventional materials. Cotton, which is heavily dependent on water and suitable climate conditions, faces challenges from climate change, while petroleum-based fibres like polyester are tied to volatile oil markets.

Sustainable materials like Spinnova's could solve a number of these problems.

For Spinnova, the partnership with PUMA is a chance to strut its stuff on the global stage. Shariare sees it as a huge milestone, saying: “We will continue, together with Woodspin, to work on signing similar agreements with other partners.”

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