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WITH INCREASED FOCUS ON CONSUMPTION, FOOTWEAR BRANDS LIKE ROTHY’S PAVE A PATH FOR SUSTAINABILITY IN FASHION
hen Roth Martin and Stephen Hawthornthwaite sought to create W a truly sustainable footwear option
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for women, they had little idea just how seriously they would disrupt the footwear industry. Martin and Hawthornthwaite began working on Rothy’s in 2012, and the brand launched in 2016 after four years of painstaking trial and error of finding a sustainable, zero-waste production method. The founders sought out technology that made it possible to create a fashion-forward, high-performing shoe women would want to wear. Styles include rounded and pointed flats, loafers, sneakers, and sandals in neutral and bright colors and fun prints. “The vision was to create a frontof-the-closet product that was an easy choice for women and was beautiful, comfortable, sustainable, and could carry them throughout their day,” Hawthornthwaite says. Rothy’s shoes are made using thread spun from recycled plastic, which is then knit into the brand’s signature thread. The strobel boards are crafted with an algae-based foam, made from harmful algae harvested from the waterways to keep marine ecosystems in balance, and the outsoles are made using natural renewable rubber. All of Rothy’s shoes are made with a proprietary 3-D knitting technology and handcrafted assembly, resulting in a near zero-waste production process. Shoes are flexible, lightweight, and machine washable, making them ideal for travel, commuting, and everyday wear. “The real key to sustainability, and ultimately circularity, is owning your own factory,” he says, adding that Rothy’s factory is based in Dongguan, China. “Through knitting and 3-D knitting, we have a near zero-waste product. We control how much we produce and
