5. Significant steps: how big brands are trying to make sneakers more sustainable
In an effort to reduce their impact on the environment and meet the growing needs of conscious consumers, global brands are working on ways to make more sustainable sneakers.
The fashion industry is notorious for its heavy footprint on the ecosystems within which it operates. Globally, according to the Pretty Planeteer, textile waste amounts to about 13-million tonnes of missed opportunities each year. It’s almost more than one can comprehend, and it happens with far too much ease – discarded clothing and offcuts end up in landfills at a rapid rate.
Fortunately, manufacturers have begun dancing to the beat laid down by consumers, and making attempts to give the planet a break by adopting more ethical production practices. Inevitably, they are still going to make products – but the growing trend urges them to consider how they’ll go about it. This more environmentally friendly twist on consumerism is a step in the right direction, and it ticks boxes for stylish and sustainable shoppers.
VEJA
These beauties are the golden child of the sustainable sneaker world. Since 2005, Veja has been paving the way forward for considerate kicks by combining social projects, economic justice and the use of environmentally friendly materials. Veja sneakers are made from Brazilian and Peruvian organic cotton, Amazon rubber and recycled plastic. Whether it’s pushing the boundaries by creating vegan sneakers – using cotton canvas coated in corn – or using fabric made from 100%-recycled plastic, it’s clear that the brand is not resting on its laurels. Rather, it is perpetually improving, and determined to keep doing so, one step at a time. maisonmara.com | veja-store.com
PUMA
PUMA’s RE.GEN collection makes a move towards re-valuing recycled material. Leather offcuts, cotton offcuts and polyester made from recycled plastic combine in a three-pronged approach to give materials that would ordinarily be discarded a second chance. Beyond this collection, PUMA says it is moving “Forever Faster” to make products that are “Forever Better”. As part of its sustainability strategy, the company’s aim is to ensure that, by 2025, nine out of 10 items it creates are made from more sustainable materials. Last year, more than 97% of PUMA’s leather, polyester and cardboard were sustainably sourced, which means five out of 10 PUMA products were created through more sustainable practices. This translates to less water and chemicals used in production processes – and a win for the environment. And of course, it doesn’t hurt that there is no compromise when it comes to the freshness of the kicks… za.puma.com
ON V ER E
The Renew recycled knit is the new lightweight, sustainable offering in the Converse stable. Its toe cap is made from regrind rubber; recycled polyester shape-shis to create the laces; and the OrthoLite footbed makes this streetwear icon sustainable from the inside out. You’ve also got the option to elevate your fit with the Chuck Taylor All Star Crater, which boasts an ethically sourced outsole, regrind rubber and an upper made from recycled plastic. converse.co.za
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The sneaker giant released an ecofriendly iteration of the well-loved Stan Smith silhouette earlier this year.
The court sneakers can be found pounding pavements everywhere, happy in the knowledge that they’ve been produced with materials that help end plastic waste. Adding further fuel to the joy-filled fire, these Stan Smith Forever sneakers come kitted with characters from Disney, Pixar, Star Wars and Marvel characters. But if you’re into the more classic silhouette, that option is available too – just be sure to reach for the PRIMEGREEN uppers. shop.adidas.co.za
REEBOK X EA LAND EA R
In a partnership designed to kick-start Reebok’s mission to become 100% sustainable by 2030, the [REE]cycled Classic Leather Legacy and Legacy 83 were born. Thirty percent of the uppers of both these silhouettes is made from recycled materials. Sealand Gear produced a limited-edition bag as part of the collaboration, and the first 300 South African shoppers to buy a pair of the sustainable sneakers were gied one of the upcycled bags. Ninety percent of Sealand Gear’s products are already made from upcycled materials, so Reebok has undoubtedly found good common ground by working with a brand that’s an industry leader on the sustainability front. reebok.co.za | sealandgear.co.za