Puma adds Indian advocate Aishwarya Sharma to its sustainability initiative

Global sports retailer, Puma, has expanded the regional reach of its 'Voices of a RE:GENERATION' initiative by adding Indian sustainable fashion advocate Aishwarya Sharma to the project. This comes after Alice Aedy stepped down from the initiative.

Sharma joins Puma’s roster of next-gen thinkers as part of its year-long project to advance its sustainability efforts by collaborating with young environmentalists.

The project, coined 'Voices of a RE:GENERATION', kicked off in April by collaborating with four environmentalist ‘voices’ from across Europe and the US.

The environmentalists are working with Puma to translate sustainability in a way that engages the next generation, in addition to discovering ways for the brand to improve its current practices.

Based in Delhi, India, Aishwarya is passionate about driving change towards a more sustainable fashion industry and has made a name for herself for her beliefs around women's rights, fashion, social media and climate change at events such as COP27.

The latest development of this project will see Aishwarya meet and collaborate with Puma’s current Young Voices, including US-based upcycler Andrew Burgess, Germany-based sustainable and healthy living vlogger Luke Jaque-Rodney and France-based visual artist and creative consultant Jade Roche.

Aishwarya Sharma commented: "My passion as a sustainability advocate lies in increasing awareness. 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.

"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."