German sports brand Puma has started an educational campaign to explore one of today’s most discussed fashion topics – the comparison between leather and vegan leather, focusing on the environmental effects of both.

The campaign, called #KnowYourStuff, was developed with Aishwarya Sharma, one of Puma’s 'Voices of a RE:GENERATION' and a global goals ambassador. The aim of the campaign is to simplify the complex discussion surrounding the use of leather and its vegan alternatives. This initiative is part of Puma's ongoing efforts to be more transparent in their sustainability practices.

Aishwarya Sharma, as a representative of Puma’s 'Voices of a RE:GENERATION,' is tasked with breaking down the sustainability topic in a way that connects with younger audiences. The #KnowYourStuff series will have seven episodes, released over the next two weeks.

“By discussing the material choices in our products, like leather and its alternatives, we want to encourage more thoughtful discussions on sustainable clothing and footwear. This is crucial for bringing about positive changes,” said Anne-Laure Descours, chief sourcing officer at Puma. “The #KnowYourStuff series shows our commitment to transparency, which we promised during our 'Conference of the People' event, by involving the younger generation in these important discussions.”

Aishwarya Sharma explained, “With #KnowYourStuff, I want to educate and inspire my audience, especially young people worldwide. Sustainability is a complicated subject, and the debate around leather can be sensitive. I’ve worked carefully to make sure the discussion remains open and honest, helping people make informed choices about the materials they wear.”