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PUMA India stores to encourage repurposing among shoppers

By Retail4Growth Bureau | Bangalore | March 28, 2024

The sports brand has partnered with non-profit Clothes Box Foundation for Project Steppin’24 to repurpose pre-loved apparel and footwear into new products for the underprivileged sections.

In a power move, assured to resonate with the socially-conscious Gen-Z population of the country, PUMA has joined forces with Gurugram-based nonprofit Clothes Box Foundation. The duo is on a mission to breathe new life into pre-loved apparel and shoes by creatively repurposing them and distributing it with communities in need. It is part of the brand’s new initiative, Steppin’24, which encourages customers to donate their gently-used clothing and footwear at select PUMA stores across the country, facilitating a circular economy.

Once collected by the PUMA store team, the donated items undergo a meticulous screening process by Clothes Box Foundation. While some of the pre-loved products are donated directly to the underprivileged, others are being repurposed into accessories, blankets and clothing ahead of distribution. For every donation made, customers receive exclusive PUMA shopping vouchers as a token of appreciation, informs the company.

Commenting on this initiative, Manisha Agarwal, Director and Head – People & Organisation and Strategic Initiatives, PUMA India, says “At PUMA, we recognize that our responsibility extends far beyond the realms of sportswear. We are deeply invested in initiatives that uplift communities and make tangible differences in people's lives. Steppin’ 24 epitomizes our ethos of 'giving back to society' and reflects our unwavering dedication to fostering positive change. By collaborating with an esteemed organization such as Clothes Box Foundation, we strive to maximise awareness on circular economy, create impact and contribute towards our social responsibility as a brand.”

Commenting on the occasion, Sajan Veerr Abrol, Founder of The Clothes Box Foundation, said, “We are extremely excited about our partnership for this project with PUMA. Under Steppin’24 project, every piece of clothing will find a purpose beyond its initial wear and provide direct relief to the needy. While the shoes received will be distributed to the homeless, donations unfit for direct wear would be repurposed into blankets and school bags. The repurposed products will be distributed among the underprivileged, preventing from being discarded into a landfill, and justifying the life of the fabrics by optimizing its maximum potential. Our collaborative effort with PUMA would not only help temporarily divert waste but also help reduce the amount of new raw materials needed, ultimately lowering our carbon and water footprint, and achieve inclusive circularity at large.”

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