Central Saint Martin

Day Zero is the day the taps run dry. The day humanity runs out of water. The new PUMA Day Zero collection takes inspiration from the threat of water shortages in our changing world. Designed in collaboration with the fashion students of Central Saint Martins, the collection features multifunctional pieces with utilitarian features – inspired by a potential future where humanity must scavenge for resources. Graphics are inspired by Cape Town water usage maps. Un-dyed materials are paired with fabrics that have been sustainably dope dyed or digitally printed, which reduces the use of chemicals and water in production. The result: a sportswear collection designed for any inevitability. Welcome to the future.