Shoe boxes are so last year!

We're very proud to announce our involvement in an important piece of work that is set to revolutionise how all shoes are packaged in future. Working in conjunction with Yves Behar of Fuseproject and PUMA, 'Clever Little Bag' is about to replace PUMA's world famous red shoe box forever!

Rolling out internationally this Christmas, Clever Little bag is the result of two years research and testing which has seen various concepts, such as pulp boxes and netting, rejected on the grounds that they weren't sustainable enough to meet PUMA's stringent environmental targets. Finally, Clever Little Bag cracked it.

Here's how it works. Clever Little Bag is a re-usable shoe bag which completely eliminates the need for a separate shoe box and carrier bag. The shoes are transported direct from factory to PUMA warehouses and stores inside Clever Little Bag, using an additional recycled one piece cardboard inner to protect the shoes. When a customer purchases the shoes in store, the card is removed and retained by PUMA and sent off for recycling while the customer takes the shoes away in a handy reusable bag!

Although it looks simple, the science behind Clever Little Bag is complicated, its weight, size, recycled content, fuel efficiency in transport and material savings all being weighed up to determine whether the bag would meet PUMA's sustainability goals. And the stats speak for themselves... by removing the traditional card shoebox there's a 65% reduction in paper and 10 ton reduction of carbon emissions each year. Because it also does away with needing an additional carrier bag, another 275 tons of plastic are saved each year.

Naturally it was hugely important that whilst moving to a more sustainable way, PUMA lost none of the iconic look and feel associated with its previous box. It was also important to capture the public imagination and ensure that customers accept the change and see its benefits. In this respect, the naming, design and sustainable processes key (the PUMA Eco-Table) that appears on the side of the bag, ensure that Clever Little Bag delivers a serious message with PUMA's trademark personality, wit and style. Clever huh?