Fashion News: Puma Returns to New York Fashion Week 2022.

The German company PUMA has returned to Fashion Week 2022 with famed stylist June Ambrose (who was named designer and creative director last year) running the show at Cipriani’s in New York, the Futrograde show. Among PUMA’s re-imagining of old and new street wear there was also the collaboration capsule’s like Dapper Dan. Dan’s convergence of high fashion and sportswear, which Dapper Dan said: “the best thing that could’ve happened to fashion.”

“It’s just an incredibly important moment for us for so many different reasons,” said Adam Petrick, chief brand officer of Puma. “Returning to fashion week for the first time in several years is significant because we knew we needed the right combination of factors to be present. With an emphasis on digital, a great lineup of ambassadors and an amazing creative partner in June Ambrose, the foundation and creativity for a great show are there.”

The end of July 2022 PUMA’s second quarter sales earning jumped 18.4 percent, more than 2 Billion Euros.

Chief brand officer Adam Petrick said: “So we’re going to look at our values and core principles, which is sports first. Sports never goes away. It’s something humans love and need, whether it’s the competition or the fitness or just the general health aspects. It’s absolutely not recession-proof, but it’s certainly something that we can count on as continuing to be interesting to our consumer.”

The German brand also launched a parallel Metaverse fashion show experience called Black Station that has exclusive NFTs which are redeemable for a limited-edition physical sneakers. Black Station connects consumers with various web3 activations slated to emerge over the coming years.

Articles: Are Fashion Brands Failing in Sustainability Pledges?

Some of the biggest fashion brands have in the last couple of years made public pledges to reduce their carbon footprint, however recent studies have found that most have not lived up to their promises of sustainability. environmental NGO Stand Earth released a report last year that revealed 35 companies out of 47 received a failing grade (F) on their Fashion Fossil-Free Score Card for a clean energy supply chain.

Big fashion brands like Prada, LVMH and Lululemon were some of the biggest offenders. The organization said that “In the wake of a global pandemic that reinforced growing public demand for strong action to curb the climate crisis and protect public health, fashion brands are at a critical crossroads”.

They also stated: “The fashion industry continues to rely heavily on coal to power the manufacturing of its products, contributing to rising climate emissions and deadly air pollution in countries, such as Vietnam and Bangladesh, where its supply chain is concentrated.”

As calls for fashion sustainability continues to rise, the fashion industry is estimated to contribute 5-10% of green house gases. Roughly 75% of fashion brands fail in adopting sustainability practices, some companies like are shifting to “vegan” leather materials like Nike and H&M. However it is still a long road ahead for many fashion brands.