Puma continues its goal of providing more information to the end customer on how leather and leather alternatives should be used in the sports industry. In response to growing consumer demand for greater transparency from the fashion industry, Puma launches #KnowYourStuff, an educational content series that delves into one of today’s most debated fashion topics – leather vs. vegan leather – and the environmental impact of both.
To reach out to the growing consumer group of Gen Z, Puma has collaborated with Aishwarya Sharma, one of Puma’s “Voices” and Global Goals Ambassador. #KnowYourStuff translates the complexities and progressions around the use of leather and its alternatives. Available to view on Puma’s YouTube and Aishwarya’s Instagram platform @figuramoda, the seven-episode story will roll out until mid-October.
“By openly discussing the complexities of the materials used in our products, like leather and its alternatives, we hope to foster a more informed and balanced conversation about sustainable clothing and footwear choices, which is essential for driving positive change,” said Anne-Laure Descours, Chief Sourcing Officer at Puma. “The #KnowYourStuff series is a testament to our commitment to transparency and our promise made during our Conference of the People event to include the next generation as part of these important discussions.”
From visiting the Puma Archive to witnessing first-hand behind-the-scenes leather processing in Thailand, Aishwarya reports on her fact-finding mission, encouraging audiences to #KnowYourStuff. Along her journey, Aishwarya navigates different perspectives surrounding leather with guests, including leading Puma stakeholders and PETA (People for the Ethical Treatment of Animals). Key conversations include animal welfare and using leather as a byproduct of the beef industry, cattle farming, concerns around deforestation, the leather tanning process, new material innovations and industry challenges.
While Puma has a long history with leather, dating back to the 1950s, today, leather accounts for approximately 4 percent of its footwear materials. Puma’s 10For25 targets include sourcing 100 percent leather from certified sources, and today, the brand works with third parties, such as the Leather Working Group, to ensure all leather is sourced from certified tanneries. Additionally, Puma consults animal protection organizations regularly to review its animal welfare policy and actions.
SGI Europe has written about Puma’s leather journey before.
