Influx

Better as far as the environment is concerned. Nike is now in its second season of its Considered line and is receiving kudos for a better-designed product. What hasn’t changed about the line is Nike’s positive commitment to the environment. Shoes are constructed with lightness in mind so to reduce transportation loads, they use natural products like hemp, stitching instead of chemical glues and laces made from recycled PET.

Taking a similar, but slightly different approach to produce better sneakers for the environment is Worn Again (A partnership between non-for-profit Anti-Apathy and shoe manufacturer Terra Plana). Its sneakers are made from an extraordinary variety of recycled materials including; rubber, old car seats, ex-military parachutes and used mens’ jackets and suits.

It’s an interesting example of the classic competitive battle that’s appearing in the ethical marketplace, with established brands making interesting efforts and niche brands or co-operatives focusing specifically on the cause. Much depends on distribution and marketing with the niche brands who often find it harder to get noticed beyond the activist community, but much of their work is dedicated to raising awareness of the issues.

Nike is displaying its usual panache with its marketing efforts for Considered, while Worn Again has just 25 cents to spend marketing every shoe that it sells.

As a sidenote, there’s another interesting footwear concept that’s been developed by the designers at LIFT. Dubbed Johnny Applesandal; it’s a sandal who’s soles contain the seeds of plants known to break down toxic substances in the soil. The seeds are released by the wearer walking around, when the soles are worn down, the sandals are returned to the manufacturer for recyling.