In response to growing calls for greater transparency in the fashion industry, PUMA has launched a new educational content series titled #KnowYourStuff, aimed at shedding light on the environmental impact of leather and its alternatives. The series, created in collaboration with Global Goals Ambassador Aishwarya Sharma, one of PUMA’s ‘Voices of a RE
’, is designed to foster informed discussions around one of the industry’s most debated topics: leather vs vegan leather.
The series, which is available on PUMA’s YouTube channel and Sharma’s Instagram platform, will consist of seven episodes, each addressing various aspects of leather production, alternatives, and sustainability. The episodes will roll out over the next two weeks, starting with the first on 2 October 2024.
Speaking about the project, Anne-Laure Descours, Chief Sourcing Officer at PUMA, emphasised the company’s commitment to open dialogue and transparency. “By discussing the complexities of the materials used in our products, like leather and its alternatives, we hope to foster a more informed conversation about sustainable clothing and footwear choices,” she said. Descours added that #KnowYourStuff is part of PUMA’s broader goal to include the next generation in discussions about sustainability, as promised during their recent Conference of the People event.
Aishwarya Sharma, who leads the series, shares PUMA’s vision of encouraging young people to become more knowledgeable about the materials they wear. “My goal with #KnowYourStuff is to educate and empower my audience and young people worldwide,” Sharma said. “Sustainability is complex, and the topic of leather carries sensitive themes. I’ve approached this with transparency, aiming to inspire people to make informed choices.”
Throughout the series, Sharma embarks on a fact-finding mission, starting with a visit to the PUMA Archive and ending with a tour of a leather processing facility in Thailand. Along the way, she engages in discussions with leading figures in the industry, including representatives from PETA (People for the Ethical Treatment of Animals) and PUMA itself.
The series delves into key issues such as animal welfare, the use of leather as a byproduct of beef production, the environmental consequences of cattle farming and deforestation, as well as the chemical processes involved in leather tanning. The exploration also covers PUMA’s efforts to find sustainable alternatives to leather and the challenges the industry faces in doing so.
While leather has long been a core material in PUMA’s products, today it accounts for just 4% of the company’s footwear materials. As part of its 10For25 sustainability targets, PUMA has committed to sourcing 100% of its leather from certified sources. The brand works with the Leather Working Group to ensure that all leather is sourced from certified tanneries and regularly consults with animal protection organisations to review its animal welfare policies.
The final episode, airing on 18 October, will wrap up the series by encouraging viewers to share their thoughts and reflections. As an incentive, PUMA will offer participants the chance to win a pair of RE
shoes.
The #KnowYourStuff series is part of PUMA’s broader efforts to drive positive change in the fashion industry through transparency and education. The brand hopes the series will help consumers make more informed and sustainable choices about the products they purchase.