The Puma #knowyourstuff educational content series aims to translate the complexities and progressions around the use of leather and its vegan alternatives.
It forms part of Puma's commitment and actions for greater transparency in sustainability.
It has been created in collaboration with Aishwarya Sharma, one of Puma's ‘Voices of a RE:GENERATION’ and global goals ambassador who the brand has entrusted to help translate sustainability in a way that engages the next generation. The seven-episode story will roll out over the next two weeks.
"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 of transparency and our promise made during our conference of the people event to include the next generation as part of these important discussions."
"My goal with #KnowYourStuff is to educate and empower my audience and young people worldwide,” said Aishwarya Sharma. “Sustainability can be complex and the leather topic is embedded with sensitive themes, so I’ve taken care in making sure this is approached in an open and transparent way that inspires people to become informed about the materials they choose to wear.”
From visiting the Puma Archive to witnessing behind-the-scenes leather processing first-hand in Thailand, Sharma reports back on her fact-finding mission, encouraging audiences to #KnowYourStuff. Along her journey, Sharma 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 the use of leather as a byproduct of the beef industry, cattle farming and concerns around deforestation, the leather tanning process, new material innovations and industry challenges.
