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.

As part of a year-long project to advance its sustainability efforts by working with young environmentalists, Sharma joins Puma’s roster of next-gen thinkers. The ‘Voices of a RE:GENERATION’ project began in April with the collaboration of four ecological ‘voices’ from the US and Europe.

The environmentalists are collaborating with Puma to improve the company’s present practises while also figuring out how to communicate sustainability in a way that appeals to the younger generation.

Aishwarya, who is based in Delhi, India, has gained recognition for her views on women’s rights, fashion, social media, and climate change at conferences like COP27. She is passionate about promoting change for a more sustainable fashion business.

In the most recent development of this project, Aishwarya will interact with Puma’s Young Voices, including upcycler Andrew Burgess from the US, Luke Jaque-Rodney from Germany, who blogs about sustainable and healthy living, and Jade Roche from France.

Aishwarya Sharma commented, “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.”