PUMA has launched the #KnowYourStuff video series, exploring the environmental impact of leather and its vegan alternatives in the footwear industry.
It’s no secret that adopting a vegan lifestyle has a massive effect on a person’s carbon footprint.
In 2023, studies showed that a plant-based diet leads to 75% less climate-heating emissions, water pollution and land use than meat-rich ones.
But vegan habits extend beyond food. Many vegans also avoid using any products made using animal products, such as clothes, cosmetics and even crayons.
Leather is one of the most popular materials made using animal products. As you might expect, the footwear industry finds itself in the firing line for its use of leather.
Traditionally, leather has been the cobbler’s resource of choice, but these days many shoe companies are launching vegan-friendly product ranges, such as Doc Martens, Adidas and Converse.
Now, PUMA is engaging in the global conversation about animal-derived materials. The US-based footwear brand has launched its #KnowYourStuff video series, designed to unpack the environmental complexities surrounding leather and vegan leather.
The series, created in collaboration with Aishwarya Sharma — a UN Global Goals Ambassador — forms part of PUMA’s efforts to address sustainability concerns within the fashion industry.
Responding to consumer demand for transparency
This launch responds to rising demand from consumers for greater insight into the materials that shape the products they wear.
The #KnowYourStuff series debuted on PUMA’s YouTube and Aishwarya’s Instagram account and spans seven episodes. It will dive into critical conversations about leather, vegan alternatives and the environmental impact of both materials.
Anne-Laure Descours, Chief Sourcing Officer at PUMA, explained the series’ purpose: “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.”
This is why PUMA sought to bring in a collaborator with a grounding in sustainability activism for this campaign.
Aishwarya is India’s first fashion activist and she works with the UN to promote and raise awareness for its Sustainable Development Goals.
“I combine fashion and activism in order to create awareness on social media and leverage social media as a digital platform to impact societal issues and to bring forth the societal injustices in my country and everywhere else by reaching as many people as we can,” Aishwarya says.
A reduced role for leather at PUMA
PUMA has a long history of using leather dating back to the 1950s, but today leather represents just 4% of the materials used in its footwear.
Nevertheless, leather continues to spark debate within and without the company. Many people are concerned about animal welfare, deforestation linked to cattle farming and the environmental footprint of traditional tanning processes.
To address these concerns, PUMA has sought third-party certifications by working with organisations like the Leather Working Group.
This, PUMA hopes, will ensure all its leather is sourced from certified tanneries, a goal it hopes to 100% fulfil by 2025.
The #KnowYourStuff series tackles these issues head-on, offering viewers an inside look at PUMA’s production processes, alongside interviews with key stakeholders.
Aishwarya plays a central role, embarking on a fact-finding journey that includes visits to leather processing plants and discussions with industry experts and animal rights organisations.
Of her mission, Aishwarya says: “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 footwear industry’s complex sustainability journey
The conversation around leather alternatives has gained a great deal of momentum in recent years as consumers have grown increasingly conscientious, actively seeking out cruelty-free and environmentally-friendly products.
Vegan leather, once considered a niche alternative, has emerged as a popular material in the sustainable fashion space. However, not all vegan leathers are created equal.
The use of synthetic materials such as polyurethane (PU) and polyvinyl chloride (PVC) has raised questions about the environmental trade-offs, given the petroleum-based origins of these materials. Critics argue that while vegan leather sidesteps animal welfare concerns, it can still contribute to pollution and microplastic waste.
This nuanced debate is central to #KnowYourStuff. Through discussions with leading figures from PETA and others, Aishwarya delves into the ethical, environmental and material challenges that shape the leather versus vegan leather conversation. As she highlights in the series, the path to sustainability is rarely straightforward.
“My goal with #KnowYourStuff is to educate and empower my audience and young people worldwide,” Aishwarya says. “I want them to understand the pros and cons of both leather and its alternatives, so they can make informed decisions.”
In addition to examining the materials themselves, #KnowYourStuff looks to take viewers behind the curtain of the broader footwear industry, where sustainability remains a complex issue.
While companies like PUMA are investing in research and innovation to reduce their environmental impact, the reality is that the fashion industry, particularly fast fashion, is still a significant contributor to global carbon emissions and resource depletion.
PUMA’s commitment to sustainability extends beyond leather. The company has also pledged to reduce its overall carbon footprint and water usage, with a focus on developing new material innovations that minimise environmental damage. Vegan leather alternatives are one part of this broader strategy, but PUMA is candid about the challenges it faces.
Ongoing innovation in sustainable materials
While vegan leather continues to evolve, many within the industry acknowledge that there is no perfect solution yet. The #KnowYourStuff series highlights the ongoing search for materials that are truly sustainable from both an environmental and ethical perspective.
With increased scrutiny on fashion brands to account for the full lifecycle of their products, the least fashion companies can do is be open with their customers about these matters.
As Anne-Laure points out, transparency is key to addressing these challenges: “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.”
