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hundred-dollar new parka. Indirectly, the message suggests that a customer could repair and keep using the $700 Patagonia parka he or she already has instead of buying a new one. The company also has produced a series of videos to show customers how to fi x things themselves. Patagonia s new campaign, The Responsible Economy, asks consumers and businesses alike to rethink disposability for more effective resource allocation. 2.8 Puma Puma, another sportswear manufacturer, is committed to working in ways that contribute to the world by supporting creativity, sustainability, and peace. The company aims to stay true to the values of being fair, honest, positive, and creative in decisions and actions taken ( ). PUMAVi- sion lays the foundation for all the activities, a concept that guides with its three core programs of PUMA.Creative, PUMA.Safe, and PUMA.Peace. PUMA.Safe comprises initiatives and commitment for environmental protection and improved working conditions, with a focus on implementing cleaner, safer, and more sus- tainable systems and processes within the supply chain. PUMA.Peace supports the global day of cease fi re on September 21 every year through its initiative One Day One Goal, which aims at bringing people together to play football, with an idea that Fig. 1 Patagonia s Don t Buy This Jacket Campaign ( http:// corporate-responsibility/ patagonia-dont-buy-our- jackets.html ) 120 T. Vadicherla and D. Saravanan
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the power of sports could unite people in peace. PUMA.Creative emphasizes cre- ativity as the core competence of the brand, aiming to bring together artists and different organizations for mutual creative exchange and offering them an inter- national platform. Puma s Bring Me Back program has played a signi fi cant role in the recycling process. Puma s InCycle is a sustainable collection that includes shoes, apparels, accessories, and home insulation materials made up of either biodegradable poly- mers or recycled polyester and organic cotton. Puma also introduced a successful program called Cradle-to-Cradle, certi fi ed collections of lifestyle sneakers (biode- gradable; a blend of organic cotton and linen with the biodegradable plastic AP- INAT Bio sole), the legendary Puma Track Jacket (recyclable; made up of 98 % recycled polyester and 2 % elastane), shirts (biodegradable), and backpacks (recyclable; polypropylene), with facilities to collect them back from the general public. Puma s Re-suede uses 100 % recycled materials and an outsole of rice-husk fi llers instead of rubber components. Many retailers take measures to follow these sustainable options by modifying retail outlets. The Puma stores feature a range of products made from organic cotton as well as Puma s Wilderness Collection, which is primarily sourced and produced in Africa using sustainable materials. The sustainability measures implemented in the Puma s Sustainable Store in Bangalore include constructing the building with recycled steel from old DVD players, bicycles, and tif fi n boxes; using porotherm
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