GFA Designer Challenge - Nicole McLaughlin x PUMA

Less than one per cent of textile waste is recycled into new fibres suitable for the fashion industry, representing a loss of more than USD 100 billion worth of materials each year (1). The bulk of textile waste is disposed of in landfills, downcycled or incinerated. Heiko Desens, Global Creative Director of PUMA, partnered with Nicole McLaughlin, to creatively find solutions to the challenge of reducing waste from the supply chain through upcycling material cut-offs. The challenge “Sweep the Factory Floor” spans McLaughlin’s New York Studio and the PUMA headquarters in Bayern, Germany to show the creatives at work.