A sneaker made from cactus leather, with a lining made from corn waste and a sole made from recycled rubber: Generation Gaja produces high-quality, fashionable sneakers and boots for men and women. With up to 90 percent recycled materials and 100 percent PETA vegan, it is also the most sustainable Dutch shoe brand.
The G of the game changer
The brand name Generation Gaja was not chosen by chance. In Greek mythology, Gaia is the mother of all life, the goddess of the earth. A nice name for a sustainable shoe brand. The logo with the double G refers to the recycling symbol and the infinite symbol of the circular economy. Because that’s where we need to be, says creative director Rob Willems, who, thanks to a 70-year family history in the shoe business, went into this business himself. “I really like the idea that you can start a movement together. A Generation G, where G stands for global, green, gamechanger and giving – doing something for the earth – and for groovy, the style that we propagate want.”
From the cactus plant to the shoe
From chunky sneakers to sturdy lace-up boots, the Generation Gaja collection includes trendy models for men and women. Shoes with character, all made from waste. “We use apple and cactus leather, but also recycled cotton from old t-shirts and jeans for the outside of the shoes. The upper is made from recycled cotton or polyester and the lining is made from corn waste. All soles are made from recycled rubber and some are made from seventy percent made sugar cane”. Generation Gaja is a footwear brand with a mission: to empower people to clean the earth. Not in a moral way, but with stylish fashion that allows people to be themselves.
Sustainable concept stores
In the Netherlands, Generation Gaja has thirty-five outlets, mostly concept stores and sustainable fashion stores, such as Lykke in Amsterdam. Willems: “These entrepreneurs present a representative image of our brand with about ten models, one pair per size. The other sizes are available from stock, so there are no major financial risks”. A partnership was established with the Bos Group for warehouse management and logistics. PI Marketing is responsible for the marketing of Generation Gaja. “I believe in a network organization, where we work with companies that have much more experience in these areas and that fit with us in terms of norms and values.
The future is circular
The warehouse is connected to Generation Gaja’s B2C web shop and B2B portal via the Bos Group. It is also connected to platforms such as Zalando and About You, which ensures international reach. The brand is also distributed by Finnish fashion chain Halonen. Willems says of the future ambitions: “Behind the scenes we are now exploring how to take the next step towards a fully circular production process. Education and research are very important. No matter how small we are as a startup company, we always have interns around us and a cooperation with art schools for final theses on the topic of circular fashion is in preparation.The ultimate goal is to produce no more waste.
Curious about the new Generation Gaja collection? Meet the sustainable footwear brand at The Sustainable Stop during Modefabriek on July 10th and 11th, 2022.
