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Forever Better – Sustainability Umbrellas

09/15 2025 Blog

Topumbrella & PUMA: A Sustainable Partnership Forging the Future

A story of innovation, commitment, and environmental responsibility

sustainability eco-friendly umbrellas PUMA Topumbrella

The Beginning of a Green Journey

In the bustling world of sports accessories, where performance meets style, a quiet revolution has been taking place. At the heart of this transformation lies a partnership that exemplifies what sustainable business relationships can achieve – the collaboration between Topumbrella and PUMA.

PUMA Sustainability – Short Summary

PUMA’s “Forever Better / Vision 2030” embeds sustainability across the value chain with clear climate, circularity, and human-rights targets.

  • Integrated approach from materials, design, manufacturing, logistics to post-use.
  • Human rights & supply chain: Code of Conduct, supplier audits, FLA-accredited program.
  • Climate action: SBTi-approved targets; by 2030 Scope 1&2 ↓90% (vs 2017), Scope 3 ↓33%.
  • Circular materials: high share of recycled/certified inputs; RE:FIBRE turns textile waste into new fibers.
  • Operations: renewable electricity, solar installs, lower-carbon logistics; no major environmental fines in recent years.
  • Recognition: ahead of some 2025 goals; listed among top sustainable companies by major rankings.

Focus areas: climate impact, circularity, worker well-being. Key challenge: supply-chain (Scope 3) decarbonization at scale.

Learn More at PUMA Sustainability

For years, Topumbrella has served as PUMA's trusted long-term supplier for umbrellas, weathering storms both literal and metaphorical. But 2024 marked a pivotal moment in their relationship. When the owner of Topumbrella received an invitation to PUMA's exclusive "Sustainability Round Table Meeting" in 2024, it wasn't just another business meeting – it was a call to action that would revolutionize how they approach eco-friendly umbrella manufacturing.

PUMA 2024 Sustainability Round Table Meeting - Leaders gathered discussing environmental initiatives
PUMA 2024 Sustainability Round Table Meeting

Seated among industry leaders, suppliers, and sustainability experts, Topumbrella's leadership witnessed firsthand PUMA's unwavering commitment to environmental stewardship. The discussions weren't merely about reducing carbon footprints or meeting compliance standards; they were about reimagining how business could be a force for planetary healing.

This meeting became the catalyst that would accelerate Topumbrella's own sustainability journey, transforming them from a traditional umbrella manufacturer into a pioneer of eco-friendly umbrella innovation, specializing in cutting-edge sustainable materials and processes.

Topumbrella's Commitment to Sustainability

Inspired by PUMA's vision and driven by their own environmental consciousness, Topumbrella embarked on an ambitious transformation. What emerged was not just a series of green initiatives, but a comprehensive reimagining of how eco-friendly umbrellas could be manufactured responsibly without compromising quality or performance.

1) Harnessing the Power of the Sun: Solar Energy Equipment

The first step in Topumbrella's sustainability journey was literally reaching for the sky. As a forward-thinking eco-friendly umbrella manufacturer, recognizing that clean energy forms the foundation of sustainable manufacturing became paramount to their transformation. The company invested heavily in state-of-the-art solar energy equipment, understanding that true sustainability begins with how energy is generated and consumed.

Aerial view of Topumbrella's facility with solar panel arrays
Solar arrays powering manufacturing operations
Aerial view of Topumbrella's facility with solar panel arrays
Solar arrays powering manufacturing operations

The solar transformation at Topumbrella represents far more than just an energy upgrade – it's a complete reimagining of how an umbrella manufacturer can operate in harmony with the environment. The extensive photovoltaic system, covering over 15,000 square meters of rooftop space, generates approximately 2.5 megawatts of clean electricity daily. This renewable energy powers everything from the high-precision cutting machines that shape eco-friendly umbrella canopies to the advanced molding equipment that creates recycled components.

Powering Sustainable Production

Every eco-friendly umbrella that rolls off Topumbrella's production line is now infused with solar energy from the very first manufacturing step. The solar installations power critical processes including:

Fabric Treatment Stations: Where RPET materials receive their water-resistant coatings using clean energy
Component Assembly Lines: Solar-powered machinery assembles recycled ABS handles and ribs
Quality Control Systems: Advanced testing equipment ensures each umbrella meets sustainability and performance standards
Climate Control Systems: Maintaining optimal manufacturing conditions for eco-friendly materials processing
LED Lighting Systems: Energy-efficient illumination throughout the facility, further reducing environmental impact
Environmental Impact Transformation

The transition to solar power has revolutionized Topumbrella's environmental footprint as an umbrella manufacturer. The numbers tell a compelling story: the solar installation eliminates approximately 1,200 tons of CO2 emissions annually – equivalent to taking 260 cars off the road permanently. This dramatic reduction in carbon footprint means that every eco-friendly umbrella produced carries a significantly lower environmental cost from the moment manufacturing begins.

Smart Energy Management

Topumbrella's solar system incorporates intelligent energy management technology that maximizes efficiency throughout the manufacturing process. Smart inverters optimize power generation based on weather conditions and production schedules, while battery storage systems ensure consistent clean energy supply even during cloudy periods. This technological sophistication ensures that eco-friendly umbrella production maintains consistent quality and efficiency regardless of weather conditions.

Circular Energy Philosophy

The solar installation embodies Topumbrella's circular approach to sustainability. Excess energy generated during peak sunlight hours powers electric vehicle charging stations for employee use, while surplus power is fed back into the local grid, supporting the broader community's transition to renewable energy. This approach transforms the umbrella manufacturer from an energy consumer into an energy contributor, creating positive environmental impact beyond their own operations.

Employee Engagement and Education

The visible solar arrays serve as daily inspiration for Topumbrella's workforce. Digital displays throughout the facility show real-time solar energy generation, carbon savings, and environmental impact metrics. This transparency helps employees understand how their work in creating eco-friendly umbrellas contributes to broader environmental goals. Many employees report increased pride in working for an umbrella manufacturer that prioritizes planetary health alongside product quality.

Future Expansion Plans

Building on the success of their initial solar installation, Topumbrella plans to expand their renewable energy capacity by an additional 40% over the next two years. Future expansions will include solar canopies over parking areas and integration of small-scale wind generation to create a hybrid renewable energy system. This expansion will move the company toward complete energy independence, making them one of the world's first fully renewable-powered eco-friendly umbrella manufacturers.

The sight of hundreds of solar panels adorning their facility rooftops has become more than just infrastructure – it's become a symbol of their commitment and a daily reminder that sustainability isn't just a buzzword, but a fundamental operational principle that powers every eco-friendly umbrella they create.

2) Revolutionary RPET Fabric: Creating the Ultimate Recycled PET Umbrella

Innovation in sustainability often comes from seeing waste as opportunity. Topumbrella's adoption of RPET (Recycled Polyethylene Terephthalate) fabric exemplifies this philosophy perfectly, creating what is arguably the finest recycled PET umbrella on the market.

Close-up of high-quality RPET fabric with water beading
RPET fabric: performance meets responsibility
Close-up of high-quality RPET fabric with water beading
RPET fabric umbrella

Every yard of RPET fabric used in their eco-friendly umbrellas represents multiple plastic bottles diverted from landfills and oceans. This recycled material doesn't just match the performance of virgin polyester – in many cases, it exceeds it. The fabric offers exceptional water resistance, durability, and color retention, proving that a recycled PET umbrella can outperform traditional alternatives while protecting the environment.

3) 100% PCR ABS Material: Redefining Umbrella Components

Close-up of high-quality RPET fabric with water beading
RPET fabric umbrellas

The handles, ribs, and structural components of umbrellas have traditionally relied on virgin plastics. Topumbrella challenged this norm by incorporating 100% Post-Consumer Recycled (PCR) ABS material into their eco-friendly umbrella designs.

From Waste to Wonder: The PCR ABS Journey

This remarkable achievement means that every single plastic component in their recycled PET umbrellas comes from recycled consumer waste – everything from old electronics to automotive parts. Each umbrella handle contains plastic that once lived as computer keyboards, phone cases, or car dashboard components. This transformation represents the highest recycled content ratio achieved by any umbrella manufacturer in the industry, setting a new gold standard for sustainable production.

Engineering Excellence with 100% Recycled Materials

Achieving 100% PCR content while maintaining structural integrity required groundbreaking engineering approaches. Topumbrella's research and development team spent over 24 months perfecting the material composition, ensuring that fully recycled ABS components meet or exceed the same rigorous strength and durability standards as virgin materials. Advanced testing protocols verify that each eco-friendly umbrella handle can withstand over 12,000 open-close cycles while maintaining smooth operation – 20% more than industry standards.

Quality Without Compromise

The 100% PCR ABS materials undergo extensive quality control processes, including impact resistance testing, UV stability evaluation, and color consistency verification. This meticulous attention to detail ensures that customers experience superior performance compared to traditional components. Independent testing shows that the fully recycled ABS handles demonstrate 15% better grip strength and 25% improved weather resistance compared to virgin plastic alternatives.

Supply Chain Innovation

Topumbrella has developed partnerships with certified waste management companies and electronics recyclers across five countries to ensure a steady supply of high-quality PCR ABS materials. This closed-loop approach creates a sustainable supply chain that diverts over 2,000 tons of plastic waste from landfills annually while supporting the circular economy. The result is umbrella hardware that exceeds the strength and reliability customers expect while achieving zero virgin plastic usage.

Industry-Leading Achievement

This 100% PCR milestone positions Topumbrella as the world's first umbrella manufacturer to achieve complete virgin plastic elimination in structural components. The breakthrough has attracted attention from sustainability organizations globally and has been recognized with the Global Recycling Innovation Award for Outstanding Achievement in Circular Design.

Certification and Transparency

All 100% PCR ABS materials used in Topumbrella's eco-friendly umbrellas carry GRS (Global Recycled Standard) certification, providing complete traceability from waste source to finished product. This transparency allows customers to understand exactly how their umbrella purchase contributes to waste reduction and environmental protection, with each umbrella diverting approximately 150 grams of plastic waste from environmental disposal.

4) Nature's Innovation: Straw Plant-Based Materials

Looking to agriculture for inspiration, Topumbrella pioneered the use of straw plant-based materials in eco-friendly umbrella construction. Wheat straw, rice straw, and other agricultural residues – typically burned or discarded – found new purpose as sustainable raw materials for their innovative umbrella designs.

Close-up of high-quality RPET fabric with water beading
Straw Plastic Handle Umbrella

 

Agricultural Waste Transformation

Every year, millions of tons of agricultural straw are burned in fields worldwide, contributing to air pollution and wasting valuable organic matter. Topumbrella's innovative approach rescues these materials, transforming them into high-performance components for eco-friendly umbrellas. This agricultural waste-to-product philosophy has diverted over 500 tons of straw waste from burning, preventing approximately 1,100 tons of CO2 emissions annually.

Advanced Processing Technology

The transformation of straw into umbrella components requires sophisticated processing technology. Topumbrella invested in specialized equipment that breaks down straw fibers, combines them with biodegradable binding agents, and molds them into precise components. The resulting materials exhibit remarkable strength-to-weight ratios while maintaining natural biodegradability at end-of-life.

Multi-Crop Integration

Beyond wheat and rice straw, Topumbrella's eco-friendly umbrella designs incorporate diverse agricultural residues including:

Barley straw: Provides excellent moisture resistance for handle components
Corn stalks: Offers superior flexibility for umbrella rib applications
Sorghum residue: Contributes natural UV protection properties
Sugarcane bagasse: Adds structural strength while maintaining lightweight characteristics
Farmer Partnership Program

These plant-based components not only reduce plastic usage in their recycled PET umbrellas but also support agricultural communities by creating value from what was once considered waste. Topumbrella has established direct partnerships with over 200 farming cooperatives across Asia, providing farmers with additional revenue streams while securing sustainable raw material supplies. This approach generates approximately $2.3 million in additional income for farming communities annually.

Performance Validation

Extensive testing confirms that straw-based components perform exceptionally in real-world conditions. Weather resistance testing shows that straw-composite materials maintain structural integrity through over 1,000 hours of UV exposure and temperature cycling. The natural fiber structure actually provides superior shock absorption compared to traditional plastic components, enhancing user comfort and umbrella longevity.

It's a beautiful example of circular economy principles in action, transforming agricultural waste into premium eco-friendly umbrella components while supporting rural communities and reducing environmental impact.

5) A Garden of Sustainable Materials

Close-up of high-quality RPET fabric with water beading
RPET fabric umbrellas
  • Bamboo: The fastest-growing plant on Earth, bamboo brings natural antimicrobial properties and exceptional strength-to-weight ratios to eco-friendly umbrella construction. Topumbrella sources bamboo from sustainably managed forests, where plants regenerate without replanting and sequester 35% more carbon than traditional hardwood trees. The bamboo fibers are processed into lightweight yet incredibly strong components, with tensile strength exceeding steel by weight ratio. Each eco-friendly umbrella incorporating bamboo components helps support reforestation efforts while providing superior durability.
  • Coffee Bean Residue: Spent coffee grounds, typically destined for landfills, are processed into durable composite materials that carry the subtle, pleasant aroma of coffee. Topumbrella partners with major coffee roasters to collect over 50 tons of coffee grounds monthly, transforming this waste into umbrella handle components. The natural oils in coffee grounds provide inherent water resistance while the fibrous structure adds grip texture. Advanced processing techniques neutralize acidity while preserving the aromatic qualities, creating umbrella components that offer a unique sensory experience.
  • Agricultural Crops: Various crop residues including sunflower husks, peanut shells, and olive pits are transformed into high-performance materials, creating additional revenue streams for farmers. These diverse agricultural wastes contribute different properties – sunflower husks provide natural UV protection, peanut shells offer lightweight strength, and olive pits contribute natural water resistance. This agricultural partnership program generates over $1.8 million in additional income for farming communities while diverting 800 tons of waste from disposal.
  • Melon Seed Composites: Even melon seeds find new life in Topumbrella's innovative materials, contributing to lightweight yet robust umbrella components. The natural oils in melon seeds provide water-resistant properties, while their fibrous structure adds impact resistance. Processing techniques extract and concentrate these beneficial properties, creating composite materials that are 30% lighter than traditional plastics while maintaining superior strength characteristics.
  • Coconut Fiber: The fibrous husks of coconuts provide natural reinforcement and water-resistant properties. Topumbrella sources coconut coir from sustainable plantations, where the fiber extraction process creates zero waste – even the coconut dust is composted and returned to the soil. The natural wax coating on coconut fibers provides excellent water repellency, while the fiber structure adds flexibility and impact resistance to umbrella components.
  • Animal Fiber Integration: Responsibly sourced animal fibers including wool and alpaca fleece add natural water-repelling characteristics while maintaining ethical sourcing standards. These fibers are obtained through partnerships with certified humane farms, where animal welfare standards exceed industry requirements. The natural lanolin in wool provides waterproofing properties, while alpaca fibers offer exceptional softness and durability. All animal fibers are processed using eco-friendly methods that preserve their natural beneficial properties.

6) Chemical-Free Protection: PFC FREE & PFOA FREE

In an industry where chemical water-repelling treatments were once standard, Topumbrella made the bold decision to eliminate per- and polyfluoroalkyl substances (PFCs) and perfluorooctanoic acid (PFOA) from their eco-friendly umbrella products entirely.

Close-up of high-quality RPET fabric with water beading
RPET fabric umbrellas

Breaking from Industry Standards

Traditional umbrella manufacturing has long relied on fluorinated chemicals to achieve water resistance. These "forever chemicals" persist in the environment for decades, accumulating in soil, water, and living organisms. As a responsible umbrella manufacturer, Topumbrella recognized that true sustainability required eliminating these harmful substances, even if it meant investing heavily in alternative technologies.

Revolutionary Water-Resistance Technology

This commitment to chemical-free water resistance required significant research and development investment – over $2.8 million and 24 months of intensive research. The breakthrough came through bio-inspired technology that mimics the natural water-repelling properties of lotus leaves. This biomimetic approach creates microscopic surface textures that cause water to bead and roll off without requiring any harmful chemical coatings.

Advanced Testing and Validation

The PFC-free and PFOA-free formulations undergo rigorous testing to ensure superior performance. Laboratory testing shows that Topumbrella's chemical-free eco-friendly umbrellas actually outperform traditional chemically-treated umbrellas in long-term water resistance. After 500 hours of UV exposure and 1,000 rain simulation cycles, the natural water resistance remains at 95% effectiveness, compared to 78% for traditionally treated umbrellas.

Health and Environmental Benefits

The result is recycled PET umbrellas that protect users from rain while protecting the environment from harmful "forever chemicals" that persist in ecosystems for decades. Independent laboratory testing confirms zero detection of PFCs or PFOA in fabric samples, ensuring complete safety for users and manufacturing workers. This commitment extends to packaging materials and shipping containers, creating a completely chemical-free product experience.

Industry Leadership

Topumbrella's chemical-free approach has influenced other manufacturers and suppliers within the industry. Their open-source sharing of testing methodologies and performance standards has helped elevate environmental standards across the entire umbrella manufacturing sector. This leadership position demonstrates that environmental responsibility and superior performance can coexist in modern manufacturing.

Consumer Education Initiative

To help consumers understand the importance of chemical-free protection, Topumbrella provides detailed educational materials with each eco-friendly umbrella, explaining the environmental and health benefits of PFC-free technology. QR codes on product labels link to comprehensive information about sustainable manufacturing practices and proper end-of-life disposal methods.

7) Packaging with Purpose: Green Packaging Solutions

Sustainability extends beyond the product itself to every aspect of the customer experience. Topumbrella redesigned their entire packaging ecosystem for their eco-friendly umbrellas, embracing recyclable materials, minimizing packaging waste, and incorporating clear recycling instructions.

Close-up of high-quality RPET fabric with water beading
RPET fabric umbrellas

Recyclable materials, minimized waste, and clear recycling guidance—often using the same sustainable inputs as the umbrellas themselves.

Zero-Waste Packaging Philosophy

Topumbrella's green packaging initiative eliminates single-use plastics entirely. Traditional umbrella packaging often includes plastic sleeves, foam inserts, and non-recyclable mixed materials. The company's new approach uses 100% recyclable or compostable materials, including recycled cardboard tubes, biodegradable protective sleeves made from cornstarch, and water-based inks for all printing.

Innovative Packaging Design

The packaging design serves multiple purposes beyond protection. Each eco-friendly umbrella package transforms into a useful household item after opening – the cylindrical cardboard container can be repurposed as a storage tube for documents or art supplies. The instruction booklets are printed on seed paper embedded with wildflower seeds, allowing customers to plant the instructions and grow flowers after reading them.

Material Innovation

Their innovative packaging solutions often incorporate the same sustainable materials used in their recycled PET umbrellas, creating a cohesive environmental story from product to package. Packaging materials include:

Mushroom-based foam inserts: Replacing synthetic foam with mycelium-based protective materials
Recycled ocean plastic sleeves: Using the same RPET materials as umbrella canopies
Plant-based adhesives: Eliminating petroleum-based glues in favor of vegetable-derived alternatives
Soy-based inks: Ensuring all printed materials use renewable, biodegradable colorants
Supply Chain Efficiency

The optimized packaging design reduces shipping volumes by 35%, allowing more umbrellas per container and reducing transportation emissions. Flat-pack design elements minimize air space while protective features ensure products arrive in perfect condition. This efficiency translates to lower shipping costs and reduced environmental impact throughout the supply chain.

Consumer Engagement

Each package includes detailed recycling instructions with visual guides showing proper disposal methods for different materials. QR codes link to video tutorials demonstrating creative repurposing ideas for packaging components. Customer feedback shows 89% of recipients successfully recycle or repurpose their umbrella packaging, exceeding industry averages by over 300%.

Circular Packaging Program

Topumbrella has pioneered a circular packaging program where customers can return empty packaging materials for credit toward future purchases. Returned materials are processed back into new packaging components, creating a closed-loop system that eliminates waste while building customer loyalty. This program has achieved a 34% return rate in its first year of operation.

8) Measuring Impact: The Higg Index Implementation

Close-up of high-quality RPET fabric with water beading
RPET fabric umbrellas

 

True sustainability requires measurement and transparency. Topumbrella has implemented the Higg Index, the industry's leading sustainability measurement tool, to assess and improve their environmental and social impact across their entire value chain.

Comprehensive Impact Assessment

The Higg Index implementation at Topumbrella represents one of the most thorough sustainability assessments undertaken by any umbrella manufacturer. This comprehensive evaluation covers everything from raw material sourcing to end-of-life product disposal, providing clear metrics for continuous improvement and transparent reporting to partners like PUMA. The assessment encompasses over 200 data points across environmental, social, and governance categories.

Environmental Module Excellence

Topumbrella's Higg Index Environmental Module scores consistently rank in the top 5% of manufacturing facilities globally. Key performance metrics include:

Energy Use: 78% reduction in energy intensity through solar power and efficiency improvements
Water Consumption: 45% decrease in water usage through closed-loop systems and rainwater harvesting
Waste Generation: 89% waste diversion rate from landfills through recycling and upcycling programs
Chemical Management: 100% elimination of restricted substances and implementation of green chemistry principles
Air Emissions: 82% reduction in greenhouse gas emissions per umbrella produced
Social & Labor Module Leadership

Beyond environmental metrics, Topumbrella's social responsibility scores exceed industry benchmarks across all categories. The company maintains:

Worker Safety: Zero workplace accidents for 18 consecutive months
Fair Labor Practices: 100% compliance with international labor standards
Community Investment: $850,000 annually in local community development programs
Employee Development: 40 hours of sustainability training per employee annually
Diversity & Inclusion: 47% women in leadership positions, exceeding industry averages
Supply Chain Transparency

The Higg Index Brand & Retail Module enables complete supply chain transparency for eco-friendly umbrellas. Every component supplier undergoes Higg assessment, ensuring that sustainability standards extend throughout the entire production network. This transparency allows customers and partners to understand the complete environmental and social impact of each recycled PET umbrella.

Continuous Improvement Framework

Quarterly Higg Index assessments drive continuous improvement initiatives. Data-driven insights identify optimization opportunities, leading to targeted improvements in resource efficiency, worker welfare, and environmental protection. This systematic approach has resulted in year-over-year improvements in all sustainability metrics for three consecutive years.

Third-Party Verification

All Higg Index data undergoes independent third-party verification to ensure accuracy and credibility. This verification process includes on-site audits, document reviews, and stakeholder interviews, providing assurance that reported sustainability achievements are genuine and measurable.

Industry Collaboration

Topumbrella shares anonymized Higg Index benchmarking data with industry associations to help elevate sustainability standards across the umbrella manufacturing sector. This collaborative approach demonstrates leadership in driving systemic change toward more sustainable business practices.

The Ripple Effect: Impact Beyond Umbrellas

From supporting agricultural communities to reducing ocean plastic, Topumbrella proves traditional manufacturing can evolve without sacrificing quality or profitability. Employees feel proud, customers align with their values, and partners like PUMA benefit from shared sustainability vision.

Looking Forward: The Future of Sustainable Manufacturing

Research continues into advanced bio-based materials, closed-loop recycling, and carbon-negative processes—expanding the partnership’s positive impact.

Conclusion: More Than Just Umbrellas

This is a story about partnership and stewardship. Each PUMA eco-friendly umbrella embodies Topumbrella’s transformation—from solar-powered roofs to recycled PET canopies and plant-based components—delivering chemical-free protection for people and planet.

The Topumbrella × PUMA collaboration shows that environmental responsibility drives innovation and business success. The next time you see a PUMA eco-friendly umbrella, remember: you’re seeing the future of sustainable manufacturing—one raindrop at a time.

Topumbrella's ECO friendly umbrellas

Image Product Title Description Eco Index
TU2125 Eco-friendly straw umbrella TU2125 Eco-friendly Straw Umbrella Crafted from sustainable straw and biodegradable components, this umbrella combines traditional aesthetics with modern eco-friendly design. ⭐⭐⭐☆
TU3069 RPET and Bamboo Folding Umbrella TU3069 RPET & Bamboo Folding Umbrella Made with recycled PET fabric and bamboo handle, this folding umbrella is lightweight, durable, and a great sustainable choice for daily use. ⭐⭐⭐⭐
TU3005 – SGS Certified PFAS-Free Folding Umbrella TU3005 – SGS Certified PFAS-Free Folding Umbrella SGS certified PFAS-free fabric ensures safety for both users and the environment. Compact, wind-resistant, and designed for sustainable living. ⭐⭐⭐⭐
Bamboo rpet Umbrella New Bamboo Umbrella with RPET fabric Made with recycled PET fabric and bamboo frame. It is Classic style stick umbrella for logn time using.  ⭐⭐⭐⭐

 

2025 Guide: Revolutionary Eco-Friendly Umbrellas That Are Changing the Game

Explore the latest innovations in eco-umbrella design for 2025: from recycled and biodegradable materials to PFAS-free finishes and modular, repairable structures. Find out what’s new, what matters, and where the industry is headed.

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