Puma Gen Z videos shine a light on sustainability practices

Gen-Z’s have produced a series of videos highlighting the sustainability practices of sportswear brand Puma.

The videos have been released on the first anniversary of Puma’s Re:Generation initiative which Puma launched last year aiming to give young people a seat at the table when it comes to sustainability.

It undertook the initiative to try and improve education and transparency around its sustainability initiatives.

Puma gave Gen Z’s and two journalists unfiltered access to some of its supplier factories in Bangladesh, Vietnam, and Turkey.

Through the visits, they witnessed the production processes and engaged directly with factory owners and garment workers to gain insights and address industry perceptions.

Their experiences have now been unveiled through a video series providing insights into the social and environmental aspects of the sport’s brand supply chain.

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The video series – created by the ‘Voices’ Luke Jaque-Rodney, Jade Roche and Andrew Burgess – captures some of the social and environmental aspects of the garment industry, shedding light on themes such as working conditions, fair wages, textile waste and resource efficiency.

Puma chief sourcing officer Anne-Laure Descours said: “Puma has a long history of reporting on our sustainability performance, but it is more important than ever to engage younger generations in sustainability decisions.

“We hope that by inviting our ‘Voices’ to experience our supply chain we’re able to share the genuine progress and passion that our suppliers have invested as well as the realities and challenges we face in our efforts to improve.”

Last year, it was revealed that Puma was to make football shirts for the 2024 Euros and Copa America tournaments out of garments and factory waste.

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