Everlane to launch its sneaker brand named ‘Tread’

  •  United States of America
  •  Apr 25, 2019
  •  By WFB Bureau
  • 1955 Views
Everlane to launch its sneaker brand named ‘Tread’

Everlane, a sustainable clothing brand, is now setting its foot in sneakers industry with a launch of new sneaker brand. Dubbed Tread, the sneaker brand aims to be better for the planet than the rest of the sneakers.

Like Everlane, Tread will also be sustainable in terms of its sole which are constructed from a blend of natural rubber and post-industrial recycled rubber, resulting in a 94.2 per cent virgin-plastic free component. The leather will be sourced from Vietnamese supplier Saigon TanTec, which has integrated natural lighting and solar energy into its production operations, using less electricity and fresh water than comparable factories. Laces and linings are made from recycled plastic instead of polyester.

Furthermore, the company assures that the sneakers, which took two years to design, will be completely carbon neutral.

“There’s a set of customers that want a great sneaker, but don’t necessarily fit in. The problem with sneaker culture is there’s a lot of waste, and it’s disposable,” said Michael Preysman, Founder and CEO, Everlane.

Sneaker is a US $ 20 billion US industry with which brands like Nike, Adidas, Allbirds, Rothy’s, and more are associated. The trends here change so quickly, leaving old designs sneakers to landfills. According to Preysman, sneakers should be worn for years, not months. He also said that the company will release new styles and colour with time, but not at fast pace.

The first Tread shoe will be a leather trainer costing US $ 98 that comes in seven understated colours like off-white, grey, and navy and will be available at Everlane’s stores and online platform.

Preysman also informed that Everlane would work towards eliminating all new plastic from its production process by 2021. “The unfortunate piece is we’re doing the best the industry allows right now. We’re waiting for the industry to get there. It is really, really challenging to find the right materials at the right cost,” he further added.

Image Source: wellandgood.com

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