[ECO]PUMA #KnowYourStuff Sustainable Leather Alternatives

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PUMA #KnowYourStuff series to educate consumers on leather vs. sustainable leather alternatives.

Global sportswear brand PUMA has introduced a new educational content series called

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. This series addresses one of the most contentious topics in fashion today: the environmental impact of leather versus vegan leather or sustainable leather alternatives. This initiative responds to increasing consumer demand for transparency from the fashion industry, particularly among younger demographics.

The seven-episode series about sustainable leather alternatives, developed in collaboration with Aishwarya Sharma, a PUMA ‘Voices of a RE:GENERATION’ member and Global Goals Ambassador, aims to demystify the complexities surrounding leather and sustainable leather alternatives. The content will be available on PUMA’s

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channel and Sharma’s

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platform, with episodes rolling out over two weeks starting October 2, 2024.

Anne-Laure Descours, Chief Sourcing Officer at PUMA, emphasized the importance of open dialogue about materials used in their products. 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

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clothing and footwear choices, essential for driving positive change,” Descours stated.

The PUMA #KnowYourStuff series is part of its broader commitment to transparency in sustainability. It aligns with the company’s promise to involve the next generation in crucial discussions about the fashion industry’s environmental impact during their Conference of the People event.

Aishwarya Sharma, explained her role in the project: “My goal with PUMA #KnowYourStuff is to educate and empower my audience and

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worldwide. 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.”

The series follows Sharma on a fact-finding mission that includes visits to the PUMA Archive and behind-the-scenes looks at leather processing in Thailand. Throughout her journey, Sharma engages with various perspectives on leather, consulting PUMA stakeholders and representatives from PETA (People for the Ethical Treatment of Animals).

Key topics addressed in the series include:

1. Animal ******** concerns
2. The use of leather as a byproduct of the beef industry
3. Cattle farming and its relationship to deforestation
4. The leather tanning process
5. Emerging material innovations
6. Industry challenges in sustainable leather alternatives

While PUMA has a long history with leather dating back to the 1950s, the company reports that leather currently accounts for only about 4% of its footwear materials. As part of its sustainability efforts, PUMA has set targets in its 10For25 initiative, which includes sourcing 100% of its leather from certified sources.

To ensure responsible sourcing, PUMA works with third-party organizations such as the Leather Working Group to certify that all leather comes from approved tanneries. Additionally, the company regularly consults with animal protection organizations to review and update its animal ******** policies and practices and its efforts to find sustainable leather alternatives.

The #KnowYourStuff series represents a significant step in PUMA’s efforts to engage younger consumers in conversations about

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. PUMA aims to empower consumers to make more informed choices about the products they purchase by providing transparent information about materials and production processes.

Consumer preferences and market trends are crucial in driving the conversation around sustainable leather alternatives. Recent studies have shown a growing interest in sustainable and cruelty-free products among younger consumers, particularly Gen Z and millennials. This preference shift has led many fashion brands, including PUMA, to explore sustainable leather alternatives and increase transparency about their material sourcing practices.

The series also delves into innovations in

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production, not just sustainable leather alternatives. As environmental concerns continue to shape the industry, numerous companies and researchers are developing new technologies to make leather production more eco-friendly. These innovations range from plant-based tanning processes to bio-fabricated leather alternatives made from mushrooms or other organic materials. PUMA’s #KnowYourStuff series aims to shed light on these advancements and their potential impact on the future of fashion.

As the

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challenges, initiatives like #KnowYourStuff highlight the growing importance of education and transparency in driving positive change. By inviting Gen Z audiences to join the conversation, PUMA is not only addressing current concerns but also helping to shape the future of sustainable fashion and sustainable leather alternatives.

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