Puma expands RE:GENERATION initiative with Indian advocate
Sports brand Puma has added Indian sustainable fashion advocate Asihwarya Sharma to its Voices of a RE:GENERATION initiative, which was launched earlier this year to help the brand identify key areas for improvement.
Sharma has joined the year-long project to advance Puma’s sustainability efforts by collaborating with young environmentalists. Based in Delhi, India, Sharma is passionate about moving towards a more sustainable fashion industry, and has advocated for women’s rights, fashion, social media and climate change at events such as COP27.
“My passion as a sustainability advocate lies in increasing awareness,” said Sharma. “I think it’s so important for people in my community and across the world to understand what is really going on in sustainability and this partnership with Puma will grant me an inside view of how a large corporation tackles such a hugely important and complex challenge.
"I think it’s so important for people in my community and across the world to understand what is really going on in sustainability."
“Being able to have a voice in how Puma communicates sustainability is also a great opportunity to drive change and set a precedent across the industry and I’m very much looking forward to that.”
So far, Puma’s Young Voices have met with key players to discuss the brand’s progress and challenges surrounding its sustainability strategy. The programme also saw the launch of Puma RE:GEN Reports, a podcast series aimed at engaging younger generations around sustainability.