Puma ReCut
Cutting waste. Doing good.
Puma teamed up with a sustainable denim factory and children's orphanage in Vietnam, to create a new footwear collection that has soul. Leftover denim off-cuts from the factory are recut into shoes with all profits donated to the orphanage. The logo tears up the rule book on logo design by slicing the official Puma logo and stitching it back together to form ReCut, without any waste. The tagline 'Cutting Waste, Doing Good' simply captures the whole story and is printed inside the shoes along with an off-cut inspired pattern.
Designed with GBH London
We created a film to capture the project story by recutting donated footage from the factory, orphanage, and stock sites to make a rough and ready cut. Even the custom soundtrack repurposes sounds taken from the supplied footage.
Jason Gregory
GBH Founder
Will’s broad approach to design means that he is comfortable working across a range of media, from graphic design and typography to advertising, film and digital, always bringing his understanding of brand communication and the importance of delivering the appropriate brand tone of voice, to the proceedings.
Motion: Gutsy
Denim Factory: Sitex
Other works
