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One of the biggest makers of sneakers and other casual footwear, PUMA, has implemented Meatless Mondays at the company and is moving toward the direction of using non-leather materials in its products.

Jochem Zeitz, executive chair of PUMA SE who introduced vegetarians items in the office canteens said he has reduced his meat consumption by 80% over the years. Now he’s looking to lighten PUMA’s footprint by creating fashionable shoes that look good on both people and the environment.

“It may sound crazy, but maybe there’s an economic way of producing a leather-like product in the laboratory,” Zeitz said.

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