9 million pieces and counting: scaling circular fashion at Puma

Cornelius Wolf, senior director development apparel at Puma, talks with Ian Welsh about the brand’s progress on textile-to-textile recycling, now well beyond pilot stage at over 11% in 2025. They discuss the challenges of post-consumer feedstock, why World Cup shirts are putting circularity in the spotlight, and how Puma is managing the cost premium on recycled material.

Hosted by

Ian Welsh

Co-founder and Chair

View profile