Puma has expanded the regional reach of its Voices of a Re:Generation initiative beyond Europe and the U.S., adding Indian sustainable fashion advocate Aishwarya Sharma to the project. Sharma is part of Puma’s list of thought leaders in the year-long project, which aims to advance the company’s sustainability efforts by working with young environmentalists. Based in Delhi, India, Sharma is a passionate advocate for change towards a more sustainable fashion industry and has made a name for herself at events like COP27 for her beliefs around women’s rights, fashion, social media and climate change.
Launched in April this year, the Puma initiative gives Young Voices the opportunity to help the brand identify key areas for improvement by giving them a voice alongside leading stakeholders. To date, this has primarily involved discussing the progress and challenges of Puma’s Forever.Better sustainability strategy and producing the Puma Re:Gen Reports, a podcast series designed to engage younger generations on the topic of sustainability and Puma’s 10for25 target areas. In the latest development of the project, Sharma will meet and collaborate with Puma’s current Young Voices, including Andrew Burgess, an upcycler from the U.S.; Luke Jaque-Rodney, a sustainable and healthy living vlogger from Germany; and France-based visual artist and creative consultant Jade Roche. Alice Aedy is no longer participating in the initiative, a decision made by mutual agreement.
Sharma will work with Puma, among others, to improve the way Puma communicates sustainability to its Indian audience.
