ABOUT

# Concept

The innovative project, "Stitch & Spice," emerged from a collaboration between PUMA and Luke Jaque-Rodney, one of the Voices of a RE:GENERATION. Aimed at creating a transparent look into PUMA's supply chain operations, the project was inspired by Luke's love of food and the belief that food is a universal language that transcends cultural, religious, and social differences. The idea was to highlight the stories of workers in PUMA's supply chain, blending these narratives with the appeal of wholesome, tasty food, thus creating a unique angle to discuss sustainability and ethical practices in the fashion industry.

# Execution

The project was executed with a full commitment to transparency and authenticity. PUMA opened the doors of their actual factories, allowing the production team to interact with the workers, record their stories, and create a clear picture of the realities of factory life. The project team, consisting of Luke, a video editor, content and copy heads, and accounts teams, created a compelling documentary that reflected these experiences. The final product, "Stitch & Spice," was a series of five Instagram Reels that cleverly intertwined Luke's passion for food with the narratives of PUMA's supply chain workers.

# Results

The project's success lies in its groundbreaking approach to transparency and sustainability. By revealing the realities of their supply chain, PUMA has set a new standard for openness in the industry. The project also successfully engaged with the audience, challenging viewers to think about the environmental and human impact of their shopping habits. Ultimately, "Stitch & Spice" serves as an impactful reflection on the issues of fast fashion and rampant consumerism, urging viewers to consider the consequences of their fashion choices.