Introduction

In an innovative move aimed at deconstructing the longstanding debate between leather and vegan leather, PUMA has teamed up with Aishwarya Sharma, a prominent Global Goals Ambassador, to launch the #KnowYourStuff series. This seven-episode program, available on PUMA's YouTube channel and Aishwarya's Instagram, seeks to educate consumers on the complexities surrounding materials used in fashion, specifically focusing on leather and its alternatives.

PUMA's Commitment to Transparency

Anne-Laure Descours, PUMA's Chief Sourcing Officer, emphasized the need for transparency in fashion, saying, “By openly discussing the complexities of the materials used in our products, we hope to foster a more informed and balanced conversation about sustainable clothing and footwear choices.” This initiative is a crucial part of PUMA's broader commitment to sustainability, which aims to engage younger audiences in the conversation around ethical consumption.

Aishwarya Sharma's Role

Aishwarya Sharma, dedicated to educating her global audience, highlighted the series' goal: “Sustainability can be complex, and the leather topic is embedded with sensitive themes. I aim to approach this discussion in an informative and transparent way that inspires everyone to make informed choices about what they wear.”

Content of the Series

The series includes visits to the PUMA Archive and behind-the-scenes looks at leather processing in Thailand. Throughout her journey, Aishwarya will speak with various stakeholders, including PETA representatives, discussing critical issues such as animal welfare, deforestation linked to cattle farming, and the challenges faced by the leather industry, such as the environmental impact of tanning processes.

Historical Context

Historically, PUMA has a notable relationship with leather, a material that has been part of its product line since the 1950s. Currently, leather makes up about 4% of PUMA's footwear materials. The brand has set ambitious goals under its 10For25 initiative, targeting 100% of leather sourced from certified suppliers. Collaborating with organizations like the Leather Working Group and regularly consulting animal protection organizations, PUMA is committed to ensuring ethical sourcing and animal welfare standards.

Episode Guide

The informative series will unfold as follows: - **Episode 1** (Live on October 2, 2024): An introduction to Aishwarya’s journey exploring the leather vs. vegan leather debate. - **Episode 2** (Live on October 7, 2024): Analyzing the pros and cons of leather in a conversation with PETA's Corporate Responsibility Director. - **Episode 3** (Live on October 9, 2024): A visit to PUMA’s headquarters discussing the company's historical use of leather. - **Episode 4** (Live on October 11, 2024): A firsthand look at the leather tanning process in Thailand. - **Episode 5** (Live on October 14, 2024): Understanding water usage and treatment in the leather production process. - **Episode 6** (Live on October 16, 2024): Exploring the alternatives to leather explored by PUMA. - **Episode 7** (Live on October 18, 2024): A wrap-up episode where Aishwarya summarizes her insights and asks viewers to participate in discussions surrounding sustainable choices.

Conclusion

The series promises to be not only educational but also engaging, encouraging viewers to think critically about their fashion choices while giving them a chance to win a pair of PUMA RE:SUEDE shoes. In an age where consumers demand more from brands, PUMA’s transparency and commitment to sustainability through this series could set a benchmark for ethical responsibility in the fashion industry.