STITCH + SPICE

For many in the global north, the idea of a garment factory is fixed: poor conditions, unfair pay, distant corporations in control. But PUMA’s reality on the ground is more complex, and more hopeful. Across Bangladesh and Vietnam, local workers and communities are improving standards themselves, reshaping the future of fashion from within.

Our challenge was to help PUMA tell that story - to:

• Break the binary narrative of victim vs. brand saviour.
• Honour the people who make PUMA products – without reducing them to a footnote.
• Speak to Gen Z and other conscious consumers who demand transparency but distrust corporate spin.
• Create a piece of content that was radically honest, emotionally resonant, and open to critique – something that didn’t feel like content at all.

The film launched at FOREVER.BETTER. WEEK, streamed internally to 18,000 employees worldwide – sparking conversation, empathy, and deeper understanding across PUMA’s global workforce. It was also screened directly in all five featured factories, reaching 38,000 workers and reinforcing PUMA’s commitment to recognising their work with dignity and visibility.

Stitch and Spice proved that powerful brand storytelling doesn’t need to shout. It can sit quietly around a table, pass the rice, and ask better questions. It redefined what branded journalism can be – honest, intimate, and anchored in the voices that too often go unheard.

And for PUMA, it became more than a film. It became a new model for what FOREVER.BETTER. can mean – not just as a sustainability platform, but as a storytelling standard.