In the Italian province of Udine, a start-up company manufactures the most sustainable shoe in the world: RE49, which will be exhibiting at Pitti Immagine Uomo in June, creates limited edition vegan shoes. The label focuses on sustainability and circular economy at all stages of production and makes the process transparent through blockchain technology.
The founders, who have dedicated their expertise to slow fashion’s approach to the footwear industry, lead a team of artists and artisans who transform recycled materials into pieces to be worn with pride. “Reducing our environmental impact has been our top priority since day one. At RE49 we are proud of how we have reinvented the manufacture of shoes: by transforming ourselves from a family business to an innovative start-up that puts the environment first. Instead of having a leather shoe production like before, we are going for shoes made from recycled, reclaimed and vegan materials that would otherwise go to waste or landfill,” says Nicola Masolini, visionary and CEO of RE49.
RE49 shoes are made from recycled beach chairs, sails, fabrics and tires: materials meant to go to waste are regenerated through cleaning – without the need for other types of processing, drastically reducing CO2 emissions. The company also invests in novel solutions to minimize the amount of materials used – and reduce its own waste.
“RE49 means innovation, change and committing to future generations applying a radical circular economy model with transparency,” says Alberto Ciani, CMO and Innovation Leader at RE49, adding that “the company uses blockchain technology to ensure full transparency of the… materials and the production process. In addition, RE49 offers its know-how and innovative solutions to other companies that want to add value to discarded materials and turn them into new resources.”
Producing 100% carbon neutral, RE49 aims to reduce its ecological footprint to zero in less than five years by switching to renewable energy and partnering with companies that share its values and protect the environment.
And in the spirit of “less is more”, RE49 makes special efforts to increase the durability of the shoes, which are suitable for all seasons. The company is also working on a method to reduce waste by creating a closed loop and converting used shoes into a new product when their useful life has ended.
