“We need to be reducing consumption, not just from a consumer’s perspective but from a brand’s perspective,” said 24-year-old ethical fashion advocate Izzy Manuel, directly addressing PUMA’s senior head of innovation, Romain Girard. “We’re always trying to tell people [about] circularity, to shop secondhand, ‘don’t throw your clothes to landfill’, but I think the problem is from a consumer’s perspective, we really struggle to find ways that we can actually sustainably reduce our waste.”
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