Cool: Puma Ditches Boxes for 'Clever Little Bag'

By Kiran Aditham

It took 21 months, 2000 ideas and 40-plus packaging prototypes to pore over, but Puma along with designer Yves Behar and his team at Fuseproject have come up with a new sustainable packaging system for Puma sneakers: Clever Little Bag. The product, which will begin rolling out next year, marks the next phase of the brand's social and green-themed initiative PumaVision.

While Puma chief exec Jochen Zeitz said that the brand would not necessarily save money with the new packaging, he adds, "Sustainability is not only absolutely necessary considering the situation our planet is in, we as companies are also overdue to take responsibility. We can't wait for governments. Companies have to lead the way and we want to be among the leaders." Behar meanwhile offers his two cents about the project to Fast Company, which also posts Puma's estimates on Clever Little Bag's impact.