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Agenda-setting intelligence, analysis and advice for the global fashion community.

How to Grow a Fashion Brand Without Trashing the Planet

Over the last six years Puma has managed to double its revenue while shrinking its carbon footprint by almost a third. It’s an example more brands need to follow, argues Kenneth P. Pucker.
A woman sits on a sofa on a rooftop with plants behind her. She is wearing a green silk robe, track pants and a puma sports bra.
Puma has succeeded in curbing in planet-warming emissions while still growing sales. (Puma via Instagram)

The fashion system rewards growth.

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Further Reading

Beware the ‘Sheinification’ of Fashion

The ‘instant fashion’ juggernaut’s explosive growth is attracting imitators. But keeping up with Shein’s relentless churn puts the industry on a perilous course when it comes to sustainability, writes Kenneth P. Pucker.

About the author
Kenneth Pucker

Kenneth Pucker is a contributing writer at The Business of Fashion. Pucker is an American writer and educator who specialises in sustainability.

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