I’ve had my favorite pair of Chucks for almost 9 years now. So you could say I’m pretty loyal. But, I’ve recently started buying other sneakers. And I won’t say it doesn’t pain me to cheat on my worn-in classics, but man, there’s some cool stuff out there in the sneaker world that’s hard to resist.
Adidas had announced a few months ago, their goal to reach 100% recycled material usage for all of their shoes and clothes by 2024. This was a huge undertaking not only for a company that large, but by a brand that is so iconic and well-loved. When someone says recycled or sustainable, there is a small part in each of us that doubts a product’s ability to perform the same as a non-green one.
The green initiatives by large companies might not have to be as ambitious as Adidas’ however. Take Nike’s upcoming summer launch: The Plant Color Collection.
All dyes for these shoes will be completely plant-based. Sounds stupidly simple – and it is. But sometimes the simplest ideas can be the most stunning. Not only do the preview photos show a particular craft-like feel to the designs, but I think it is starting to transform the way we even consume shoes.
There has always been an animus towards the fashion world for its fast-paced trends and this undying need to have the next best thing, right away. More often that not, these fads fade quickly, leaving consumers with piles of usually unused and out-of-fashion pieces. So how do these shoe launches change that?
To me, it signifies that the long-term vision we see fashion companies often disregard, is being reversed. I haven’t heard a lot of people talking about this, and quite honestly, I’m glad it isn’t blowing up. When something goes viral, the integrity and oftentimes the real soul of a product or movement disappears. It’s the cool thing to do, so everybody hop on the popular train.
Adidas and Nike show us that these sustainability goals are meant to provoke long-term conversations. Yes, some could argue that as money-making businesses, if they don’t keep churning out new designs and pushing their products on consumers, they’ll stop making money. But it gives me hope, knowing certain creative people are thinking of big ideas, and making something meaningful because of it.