In a bold step towards educating and engaging Gen Z, PUMA has launched the #KnowYourStuff campaign, a new educational content series that delves into one of the most pressing debates in fashion today: leather vs. vegan leather.
With a growing consumer demand for transparency in the fashion industry, the series, created in collaboration with Aishwarya Sharma, PUMA’s Global Goals Ambassador, aims to provide clarity on the environmental impact of these materials.
The campaign is available on PUMA’s YouTube channel and Aishwarya Sharma’s Instagram, with a total of seven episodes set to roll out over the next two weeks.
The goal is clear—to foster a more informed conversation about sustainable materials and empower consumers to make better-informed decisions.
“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.”
Anne-Laure Descours, PUMA’s Chief Sourcing Officer
This educational initiative comes on the heels of PUMA’s pledge, made during the Conference of the People event, to include the younger generation in discussions surrounding sustainability.
Aishwarya Sharma, one of the four Voices of PUMA’s REsustainability initiative, leads the #KnowYourStuff series.
“My goal with #KnowYourStuff is to educate and empower young people worldwide. Sustainability can be complex, and leather is a sensitive topic, so we have approached it in a way that is open, transparent, and designed to inspire informed choices.”
Aishwarya Sharma
As part of the series, Sharma takes viewers on a journey through PUMA’s archives and travels to Thailand to experience the leather production process firsthand.
Along the way, she engages with various stakeholders, including PUMA’s internal experts and representatives from PETA, to explore different perspectives on leather, its alternatives, and the environmental implications of each.
Key Conversations: Leather, Animal Welfare, and Sustainability
Throughout the series, several important topics are addressed, including:
- Animal Welfare: The use of leather as a byproduct of the beef industry and its implications for animal welfare.
- Cattle Farming & Deforestation: The environmental concerns related to cattle farming and the deforestation linked to leather production.
- Leather Tanning: The processes involved in leather tanning, and the industry’s shift towards more eco-friendly practices.
- Material Innovations: The latest innovations in vegan leather and sustainable materials, and how they stack up against traditional leather in terms of durability, sustainability, and cost.
- Industry Challenges: The challenges that remain in balancing sustainability with the demands of the fashion industry.
While leather has been an integral part of PUMA’s identity since the 1950s, today it makes up just 4% of the materials used in the brand’s footwear.
As part of its 10For25 sustainability targets, PUMA aims to source 100% of its leather from certified suppliers.
The brand collaborates closely with organizations like the Leather Working Group to ensure ethical practices are followed. Additionally, PUMA regularly consults with animal protection groups to continually refine its animal welfare policies.
In conclusion, the conversation around sustainable fashion is evolving—and with initiatives like #KnowYourStuff, PUMA is ensuring that Gen Z is not just part of the discussion, but leading it.
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