Green & Heard

The ATL Trex Wally a.k.a. a rugged Wallabee.

Clarks Making Sustainability Strides

ECO-FRIENDLY DESIGNS are not new to Clarks as the company has introduced several collections over the past few years that incorporate sustainable materials—like its Origins, Aceley and, most recently, ATL (All Terrain Leisure) lines. The latest installment, the ATL Trek Wally, is a hybrid classic Wallabee/hiker that hits the trail running—literally.

“From responsibly sourced uppers and recycled-content underfoot cushioning, to part bio-based EVA midsoles featuring sugarcane and Rock rubber outsoles consisting of eight percent recycled regrind content, this new style is primed for performance and developed with care for the earth,” says Chief Marketing Officer Tara McRae. “Born from innovation and built for adventure, ATL is a performance-ready outdoor collection, perfected for every day, everywhere wear.”

McRae says the ATL collection (SRP: $130) is aimed at active consumers. “People who are always on the move and see all terrain as their terrain,” she says. “Those who want comfortable performance footwear that enables them to get outdoors and seek new experiences. They also value authentic, responsible brands.”

Speaking of which, McRae says sustainability is an essential pillar of Clarks. That includes the launch, earlier this year, of a sustainability advisory panel consisting of leading experts on the environment, sustainable materials and diversity and inclusion. The panel will work closely with the company, providing advice on strategy, plans and the execution of Clarks’ global approach as it continues on a journey towards lasting sustainability. “We’re known for acting with integrity, and it’s our collective responsibility to maintain that reputation through every aspect of the business,” McRae says. “We’re on a journey, evolving every single day.”

Did You Hear?

IT’S DUBBED THE Air Baffle, a noise-reducing ceiling installation inspired by the modern lines of Nike’s legendary Air Max sneaker and, more importantly, filled with Nike Grind, a mix of recycled materials created from the company’s end-of-life footwear. Manufactured by Kirei, makers of eco-friendly interior designs, the Air Baffle marks the first time Nike’s new recycled Fluff material has been used in a commercial product.

It’s only fitting that the Air Baffle is designed by longtime Nike designer, Michael DiTullo. Now creative director of Kirei, he has worked on hundreds of shoes for Nike, Jordan, Converse and other brands during his career. He’s also put his talents to Nike packaging, advertising and brand positioning projects. And now with his Air Baffle, DiTullo brings his design skills full circle, so to speak.

“It was a real joy to design a product that helps rescue shoes from the landfill at the end of their useful life as footwear and find a new, long-lasting use for them as a visually striking architectural acoustic product,” DiTullo says.

Just how many ground-up Nike shoes fill an Air Baffle? The short answer: a lot. For curiosity’s sake, though, DiTullo says a big, open area, like a hotel lobby, an office or a NikeTown might feature 20 medium-length baffles. “Each of those baffles are filled with more than 100 shoes, so a single installation saves more than 2,000 shoes from the landfill,” he says, adding that the exterior is made of 60 percent recycled plastic water bottles, or approximately 2,350 water bottles for an average installation. “Think if every NikeTown across the world used this. We’d be talking about a lot of shoes and water bottles!” (Not so) fun fact: the U.S. throws away up to 11.3 million tons of textile waste annually, according to the EPA. Worse, 87 percent of the total fiber input used for clothing is ultimately incinerated or sent to a landfill. To help address this issue, Nike stores feature collection bins for old shoes to turn into Nike Grind. Over the past three decades, about 130 million pounds of Nike Grind has been recycled into products like furniture, running tracks, skateboards and even space shuttles.

DiTullo urges everyone to keep recycling their old Nikes, as there’s plenty of potential uses for Fluff in future Kirei designs. “It could be used to fill any acoustic product, and possibly for a lot of other products—maybe even cushioning for furniture,” he says. “Imagine sitting on a sofa filled with shredded Nikes!”

Twisted X Hires First Ever Sustainability Strategist

Kristy Rosica

Zero-X collection features a no-glue construction. IT WASN’T TOO long ago when sustainability wasn’t even part of the industry conversation. But the past few years have seen leaps forward on the eco-friendly front, spanning materials, manufacturing and supply chain. Now, sustainability in all its various forms has hit a tipping point of not if, but how much, by companies of all sizes. In fact, sustainability has become a dynamic field unto itself. You might even say you need an expert just to oversee it all.

Enter Kristy Rosica, Twisted X’s first-ever Sustainability Strategist. The 17-year-old Decatur, TX-based western, work and lifestyle company has been at the forefront of sustainability best practices for years but decided it needed to coalesce all its numerous efforts under the guidance of an expert. Rosica, who owns a BA in Sustainability Studies and an MA in Global Sustainability, is charged with making sure Twisted X continues on its greener path smartly, effectively and profitably.

“My main focus is to quantify and communicate the sustainability initiatives of Twisted X,” Rosica says. That includes analyzing current efforts, incorporating new strategies and letting consumers know about it. “I serve as a liaison between multiple teams and third-party partners to drive change within the organization that ladders back up to Twisted X’s established sustainability goals,” she adds.

Rosica represents a wave of sustainability experts entering the footwear industry. Like many of her peers, she brings a fresh perspective, skills and vision to not only lead her company on a cleaner path, but to also change the industry’s collective mindset. Here, Rosica talks shop, goals and why this is a (green) dream job.

Did you always dream of working in the

sustainability field? The environment has always been an important part of my life. In middle school, I saved tags from my clothes that would read “this shirt was made from recycled bottles” or “this shirt is helping to regenerate forests.” I pinned the tags on corkboards in my room, so it was always top of mind for me to do more. My education gave me the foundation of sustainability and how it intertwines with business in a way that should be communicated to consumers. It also taught me that there’s a triple bottom line in sustainability: people, planet and profit. That directly aligns with the values of Twisted X.

What are Twisted X’s sustainability

values? First off, for a company of their size, having a dedicated sustainability strategist is unheard of. They don’t just talk the talk, sustainability is truly in their DNA. My hire isn’t just for publicity. Plus, the materials they are already using and how passionate the employees are about sustainability shows such a strong commitment to the planet. I’m excited to expand upon these efforts.

What are your initial orders of business?

One of my first undertakings has been to take all of the great communication about sustainability, that was happening internally, outside our walls. While there were many initiatives in the

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FDRA Council Aims for Trade Shows Harmony

CAN TRADE SHOWS all get along?

Historically that has often not been the case, as shows have overlapped dates and competed voraciously for exhibitor and buyer attendance— usually in the desire to obtain coveted “national shoe show” status and all the prestige and profits that come along with that unofficial moniker. But that seems so pre-pandemic as shows have all undergone tremendous transformation in an effort to remain relevant and survive in the pandemic-induced new normal. A growing consensus is that shows must coexist rather than compete for the collective good of themselves and the industry.

At least that’s the premise behind the Footwear Retailers & Distributors of America’s (FDRA) recently formed Footwear Trade Show Council (FTSC). The organization is designed to align shows in a collaborative alliance to increase information sharing, explore best practices, line up critical dates, adapt to merchandising model shifts and to strengthen the industry overall. Joining FDRA and the Fashion Footwear Association of New York (FFANY) in the council are Informa (organizers of Magic and Project), The Atlanta Shoe Market (TASM), Dallas Market Center, MICAM, Footwear Show New York Expo (FSNYE), Chicago Shoe Market, Boston Shoe Travelers Association (BSTA), Great Event Show and The IR Show along with industry organizations USRA, NSRA and NST.

Matt Priest, president and CEO of FDRA, cites the current highly fragmented and regionalized show landscape as a key impetus for the council. “We thought the time was ripe to gather all the players in one room to begin developing and, in some ways, rekindling our relationships across shows,” he says, noting that the plan is to meet regularly virtually and in-person. “First and foremost, we want to strive to synchronize dates so that buyers aren’t pulled in competing directions throughout the year,” he adds. And while Priest readily admits that may not always be possible—FFANY and IR Show dates overlap this August—it’s a priority for FTSC members. Another key objective, Priest says, is sharing best practices that will enhance the experience for buyers, no matter which shows they attend. “This may include new health and safety protocols, enhanced retailer incentives to attend a show or even on-site innovations and engagement,” he says.

Laura O’Brien, longtime director of TASM, says FTSC reminds her of the days when the National Shoe Travelers Association, then based in St. Louis, gathered with about 19 industry organizations twice a year to share ideas. “It was great,” she says, noting that if FTSC can achieve a similar working camaraderie it should be helpful. “I’m always willing to share my experiences, dates, etc., and hopefully that will be the consensus of the others,” she says. “That’s the only way this can work. If everyone

is willing to be open and honest with dates and ideas, I think we can all work together for the betterment of the industry.” As a trade show producer for over 30 years, Phyllis Rein, president of FSNYE, says the overlap in dates has always been a major concern of buyers and sellers. “Eliminating this obstacle and confusion by spacing out the dates will be an efficient way to serve our industry,” she says. “Together with transparency we can continue to grow and serve our prestigious footwear industry.” Gary Hauss, director of the IR Show in San Diego, believes sharing best practices can only help. As for the overlapping of dates, however, that might be more of a challenge as some show dates are locked years in advance. “There are also dates that work for some members that I don’t think they’ll change just because it’s better for someone else,” Hauss says. “And there are some of us who are just getting started, and we have limited power in deciding what dates we can get from convention centers.” Still, Hauss believes communication is better than not talking at all. “As long as we keep the vendors and retailers as the most important part of everything we do, then I believe the council can mean something.” Priest, along with Sandi Mines, FDRA vice president and FTSC chair, are confident the council will serve its stated mission. It must, Priest believes, if shows want to remain relevant in a fast-changing industry landscape where product development cycles are changing rapidly, which means show schedules may need to shift to adapt to new needs. “That is just one big issue we think this group can help address together,” he says. Matt Priest, president “In our new and fragmented post-Covid environment, and CEO, FDRA shows of all different types and sizes are looking for opportunities to ensure that buyers and sellers are connecting in impactful ways in markets around the globe. This new group will enhance those efforts.” On that note, other shows are welcome to join the council. (The next meeting is tentatively scheduled for FFANY week, June 6-10.) “We cast as wide a net as we could in the U.S. to make sure we invited all the regional and semi-national shows to the discussion,” Priest says. “By no means are we looking to keep anyone out, and if new and exciting shows emerge, we’ll welcome them into the conversation.” Which begs the question: Can shows get along—and prosper? “That’s the all-important question,” Priest says. “None of us are guaranteed to prosper but each is committed to work hard in service of the industry. If we stick to that, we’ll have a better shot at prospering, collectively. Communication is key.” Priest adds, “There are many existential threats on the horizon that are out of our control. When and how and where we gather to buy and sell shoes to each other should not be one of them.”