Puma is aiming to shed some light on one of the fashion industry’s most debated topics through a new educational content series.
In the new video series dubbed “#KnowYourStuff,” the German athletic brand will explore the differences between leather versus vegan leather, and the environmental impact of both materials. According to Puma, the idea for the series comes “in response to growing consumer demand for greater transparency from the fashion industry.”
Created in collaboration with Aishwarya Sharma, one of Puma’s “Voices of a Re:Generation” spokespeople, #KnowYourStuff aims to translate the complexities and progressions around the use of leather and its alternatives. Available to view on Puma’s YouTube channel and Sharma’s Instagram platform, the seven-episode story will roll out over the next two weeks.
Watch on FN
“My goal with #KnowYourStuff is to educate and empower my audience and young people worldwide,” Sharma said in a statement. “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.”
In the series, viewers can expect to see Sharma report on her fact-finding mission, encouraging audiences to #KnowYourStuff. Along her journey, Sharma will visit the Puma archive as well as witness behind the scenes leather processing first-hand in Thailand
Sharma will also show how she navigates different perspectives surrounding leather with guests, including leading Puma stakeholders and representatives from 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.
“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,” Anne-Laure Descours, chief sourcing officer at Puma, added. “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.”
This program is all part of Puma’s “Forever.Better.” sustainability strategy. In its most recent report in March, Puma said that it reduced its greenhouse gas emissions by 24 percent in 2023 compared to 2022, despite a strong sales growth.
“We are very proud of the progress we have achieved on our sustainability journey in 2023, particularly when it comes to the reduction of greenhouse gases,” Descours said in March. “We will not stop there, however, and continue to execute our Forever.Better. sustainability strategy and our 10For25 targets.”
While Puma has a long history with leather, dating back to the 1950s, the company said that 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 Leather Working Group, to ensure all leather is sourced from certified tanneries. Additionally, Puma said it consults animal protection organizations on a regular basis to review its animal welfare policy and actions.
