The Japan Leather and Leathergoods Industries Association (JLIA) has announced a new campaign for putting across the message about leather’s sustainability to consumers.

An existing programme called the Shoe Shine Championship, which one industry body, the Japan Leather Products Maintenance Association, already supports, travels the country and attracts keen interest from the public.

Now, a new programme, Thinking Leather Action, will take place alongside the shoe shine competition. As well as competing to polish people’s shoes to great effect, the contestant that creates “the most excitement” among the audience by talking about the sustainability of leather will win an award.

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