In order to create a fully circular textile solution, sportswear brand Puma has established a multi-year agreement with circulartech startup Re&Up Recycling Technologies. Under this partnership, textile waste will be converted into RE&UP’s next-generation recycled cotton fibres and recycled polyester chips.
Puma said in a statement that the action was in line with its Vision 2030 sustainability goals, which include circularity as one of their main objectives. With millions of football jerseys created from a growing percentage of recycled textiles, the sports company has already expanded its Re:Fibre textile-to-textile recycling initiative.
Furthermore, Re&Up recently joined the Re:Fibre initiative as a major next-generation raw material partner, assisting Puma in its goal to lessen its dependency on polyester that has been bottle-recycled in an effort to promote genuine circularity and decrease textile waste. Puma went on to say that because of its success, this partnership has now developed into a larger worldwide pledge to completely enable circularity.
Puma will use Re&Up recycled raw materials in its local supply chain to launch Re:Fibre in the Americas as part of the expansion. This contributes to Puma’s goal of using 30% recycled polyester fabric made from fibre to fibre in its clothing by 2030.
Complex blended fabrics including polycotton and polyester-elastane, which are typically challenging to recycle, as well as post-consumer and post-industrial waste are processed using Re&Up’s recycling technology.
Bharat Tex Special Report 2026 
