PUMA: How to Engage Gen Z in Fashion Sustainability

As part of this journey, PUMA has announced its Vision 2030 sustainability targets, focusing on human rights, circularity and climate. The strategy builds on the German company’s 10FOR25 goals, set in 2019 for completion by 2025.

Upcycling and circularity

The second episode of Green Flags is all about upcycling and reviving old clothing items, and the hosts are challenged to reinvigorate some of their old favourites. This challenge aligns with PUMA’s commitment to circularity, which includes using recycled materials in their products.

During the episode, Moses shares some interesting and shocking facts about textile waste. “Only 20% of clothes donated for second-hand purchases here in the UK are actually sold,” he reveals. 

It’s a surprising statistic, and it speaks to the importance of extending the life of clothing items through repair and upcycling.

The techniques the hosts use to revive their old clothes are simple, but they are designed to be that way. Oliver mends holes in a thrifted jersey using needle and thread; Maya removes some grass stains from a top using bicarbonate of soda and vinegar; Moses removes creases from his trainers using a careful ironing technique.

It’s nothing technical, but these small tips are promoted to show viewers – including the Gen Z target audience – that fashion doesn’t need to be fast.