Nothing New has something new for the sneaker market: a 100 percent sustainable shoe.
From the mind of Nolan Walsh, creator of Thursday Boot Co., new vegan sneaker brand, Nothing New, has its focus set firmly on limiting its environmental impact.
The brand’s lineup features no animal products and no virgin plastic. Instead, the brand will use 100 percent post-consumer plastic for its “NO (zero) virgin plastic” sneakers.
“170 million tonnes of plastic is already filling the ocean and by 2050, plastic in the ocean will outweigh fish,” Nothing New said in a statement announcing the launch. “We hope to change these jarring statistics by creating high-quality and affordable sustainable sneakers.”
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Nothing New will also be joining Adidas in offering consumers the option to return their used sneakers directly to the brand to receive a $20 discount off their next pair. Nothing New hasn’t yet said what it will do with the sneakers once it gets them back from the consumer, however many of the shoe’s components are recycled in the first place—opening the door for reconstitution and reuse.
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Those recycled components include the cork outer sole, a toe cap made from recycled natural rubber, and a recycled cotton shoe tag. Both the high top and low top styles will also include an Ortholite Eco-Step insole for both sustainability and comfort. The uppers, laces and insoles of Nothing New’s footwear are composed entirely of recycled plastic.
In order to set the brand up sustainably from the beginning, Nothing New said Walsh visited more than 150 factories in various footwear-producing regions around the world until he found a location that shared a similar passion for eco-friendly footwear.
“Nothing New aims to educate consumers about these environmental issues, offer people a stylish alternative to lower their carbon footprint and become leaders of environmental change in their community,” the brand explained.
Nothing New has launched its own website, going the DTC route like its sister brand, Thursday Boot Co.., which opened its first store in New York’s Soho neighborhood last year.
The first capsule will include blue, jet-black, grey, olive, red and white colorways for both the high top and low top silhouettes. High tops will retail for $110, while low tops will be available for $95.