PUMA India has taken a significant step towards sustainability with the introduction of Steppin’24, a collaborative effort with the Gurugram-based nonprofit Clothes Box Foundation. The initiative aims to repurpose pre-loved apparel and footwear into new products for underprivileged communities, promoting recycling in fashion and advocating for a circular economy.
Steppin’24 encourages customers to donate gently-used clothing and footwear at select PUMA stores across the country. These items are then meticulously screened by the PUMA store team and Clothes Box Foundation. While some products are directly donated to those in need, others are repurposed into accessories, blankets, and clothing before distribution.
“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 the circular economy, create impact and contribute towards our social responsibility as a brand,” Manisha Agarwal, Director and Head of People & Organisation and Strategic Initiatives at PUMA India said.
“We are extremely excited about our partnership for this project with PUMA. Under the 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 will be repurposed into blankets and school bags. The repurposed products will be distributed among the underprivileged, preventing them from being discarded into a landfill, and justifying the life of the fabrics by optimizing their maximum potential,” Sajan Veerr Abrol, Founder of The Clothes Box Foundation said.
“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 achieving inclusive circularity at large,” Abrol added.
Donations for the Steppin’24 initiative can be made at select PUMA stores until March 31. Customers who contribute will receive exclusive PUMA shopping vouchers as a token of appreciation.
