Green, clever, a solution to a problem no-one thought existed. And it looks beautiful.

We like this sort of design thinking. We wonder how much is costs compared to the standard shoebox though (if this information was made public it may persuade others to do something similar.)

It’s hard to imagine something as simple as the shoebox being completely overhauled. But Puma and Fuseproject have done just that, in a design that will completely transform the brand’s supply chain—saving millions in electricity, fuel, and water.

“Rethinking the shoebox is an incredibly complex problem, and the cost of cardboard and the printing waste are huge, given that 80M are shipped from China each year,” Béhar tells “Cargo holds in the ships can reach temperatures of 110 degrees for weeks on end, so packaging becomes an enormous problem. This solution protects the shoes, and helps stores to stock them, while saving huge costs in materials.”

The impact: Puma estimates that the bag will slash water, energy, and fuel consumption during manufacturing alone by 60%—in one year, that comes to a savings of 8,500 tons of paper, 20 million mega joules of electricity, 264,000 gallons of fuel, and 264 gallons of water. Ditching the plastic bags will save 275 tones of plastic, and the lighter shipping weight will save another 132,000 gallons of diesel.

The roll-out is planned for next year. After that? Hopefully, the design will become ubiquitous.