Puma to repurpose pre-loved apparel and shoes for the needy

Sportswear brand Puma has teamed up with Gurugram-based nonprofit Clothes Box Foundation to repurpose pre-loved apparel and shoes and distribute them to communities in need.

A part of the brand’s new initiative, Steppin’24, Puma’s move encourages customers to donate their gently-used clothing and footwear at select brand stores across the country.

On being collected at the brand’s stores, these donated items are screened by Clothes Box Foundation. Some of them are donated directly to the underprivileged, while others are repurposed into accessories, blankets and clothing ahead of distribution. As a token of appreciation, Puma awards shopping vouchers for each of these donations made.

According to Manisha Agarwal, Director and Head – People & Organisation and Strategic Initiatives, Puma India, says, this initiative epitomises the brand’s ethos of 'giving back to society' besides reflecting its unwavering dedication to foster positive change. By collaborating with an esteemed organisation like Clothes Box Foundation, Puma strives to not just increase awareness on circular economy but also contribute towards its social responsibility as a brand.

Sajan Veerr Abrol, Founder, The Clothes Box Foundation, adds, the collaboration would help the Foundation reduce the need for new raw materials, thus lowering carbon and water footprint, achieving inclusive circularity at large.