PUMA’s Voices of a RE:GENERATION provide a transparent view of the brand’s supply chain

Sports company PUMA has given its ‘Voices of a RE:GENERATION’ and two journalists unfiltered access to some of its supplier factories in Bangladesh, Vietnam and Turkey. Their experiences are revealed today through a video series that provides insight into the social and environmental aspects of PUMA’s supply chain.

Herzogenaurach – WEBTHREAD

PUMA’s Voices of a RE:GENERATION initiative, launched in April 2023, offers four Gen-Z ‘Voices’ access to the brand’s sustainability practices. In doing so, these ‘voices’ have helped PUMA meaningfully engage and translate sustainability with the next generation, sharing new perspectives and insights and proposing improvements along the way. In 2023, three of the ‘Voices’ visited some of PUMA’s manufacturing partners to learn more about PUMA’s supply chain while experiencing the complexity and progress of sustainability at scale. To improve education and transparency around the topic, PUMA gave each ‘Voice’ the ability to capture and share unfiltered footage of their experiences. Commenting, Anne-Laure Descours, Chief Sourcing Officer at PUMA, said: “PUMA has a long history of reporting on our sustainability performance, but it is more important than ever to involve younger generations in sustainability decisions. We hope that by inviting our ‘Voices’ to experience our supply chain, we can share the real progress and passion our suppliers have invested in, as well as the realities and challenges we face in our efforts to improve.”

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 clothing industry, shedding light on themes such as working conditions, fair wages, textile waste and resource efficiency. During the visits, the ‘Voices’ witnessed the production processes and engaged directly with factory owners and garment workers to gain insights and address industry perceptions. The ‘Voices’ also offered their feedback to PUMA, providing valuable input for improvements. Luke and Jade documented their experiences with PUMA’s Tier 1 and 2 apparel and footwear suppliers, including DBL Hamza Textiles Ltd, DBL Jinnat Knitwears Ltd and Urmi Fakhruddin Textiles Ltd in Bangladesh, as well as Dai Loc Shoe Corporation and Alliance One Apparel Co., Ltd. in Vietnam. During the visit, they explored the sustainability initiatives implemented by PUMA’s manufacturing partners, such as building relationships with unions, fair price stores, childcare facilities, machine upgrades and more. The ‘Voices’ were accompanied by Anne-Laure Descours, Chief Sourcing Officer at PUMA, Veronique Rochet, Senior Director Sustainability at PUMA and two journalists with extensive field experience, giving the ‘Voices’ a historical perspective on the apparel industry.

Lucas’ movie, ‘Stick and spices’ provides an overview of working conditions within the garment industry through interviews with workers in Bangladesh and Vietnam. Jade’s movies ‘MADE IN BANGLADESH’ And ‘MADE IN VIETNAM’ portraying production in these regions, with the aim of reshaping existing perceptions through visual storytelling. Filmed at SLN Textile, ISKO and Fersan Tekstil factories in Turkey, Andrew, together with Stefan Seidel, Senior Director of Corporate Sustainability at PUMA, created videos showcasing PUMA’s efforts to scale up circular textile technology through the brand’s RE:FIBRE program were shared. Luke Jaque-Rodney @lukejaquerodney and Jade Roche @ramennnnn’s films will be released on their social platforms and available on PUMA’s website and YouTube channels. Andrew’s content is available on his Instagram @wandythemaker. Aishwarya Sharma @figuramoda, PUMA’s fourth Voice of a RE:GENERATION, will work on her project in 2024.


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