Puma is on a mission to become one of the most sustainable sportswear brands, and its latest Puma Wilderness Collection is a step in the right direction. The new line includes socially responsible clothing, shoes and accessories, with the majority sourced and made in Kenya.

Eighty percent of the items in the Puma Wilderness Collection, which was created in collaboration with Wildlife Works, are made out of fair-trade cotton while the remaining 20 percent is made from organic African cotton. However, the company aims to have the entire collection made from 100 percent fair-trade cotton by 2013.

The clothing, inspired by the African landscape and climate, features designs created in part by Wilderness Holdings Limited (WHL), a wildlife-preservation organization that runs safari camps and tours in Africa. Puma, with a 20 percent stake in the company, has been a longtime supporter of WHL.