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The Holo Recipe A new brand uses sustainability and inclusivity as key ingredients. young. We aren’t designing old and boring outdoor product.” In fact, one SOME BRANDS GO all in on a specific platform in the hope that singular Vega’s overriding goals is to make shoe design, engineering and creation focus will lead to a breakthrough. Like, for example, the wave of sustainable“fun” again. “Footwear is an incredible product for consumer expression. It driven brands that have flooded the market recently in their attempt to appeal doesn’t have to be boring and expensive,” he says. to a growing concern among consumers about protecting the environment. But While Holo’s designs are intended to appeal is that (worthy) one platform enough amid a to all demographics, Vega believes minorities, rising tide of similar green brands? Should in particular, will relate to its aesthetic, as well other ingredients be added to a brand’s recipe as the brand’s positioning. “We understand to entice customers to bite? the stigma that keeps people of color from Rommel Vega, creator of Holo Footwear, participating more in the outdoors,” he says. believes so. Hence the Portland, OR-based “What’s really important is that you see people outdoor lifestyle brand’s recipe that uses that look like you doing things outside.” Along sustainability and inclusivity as its key ingrethose lines, Vega says Holo will introduce a dients. Launched this past fall, the designer range of initiatives to get that image across. says Holo shoes don’t discriminate while “We have a lot of ideas on how we will connect blending sustainable materials, accessible price the disenfranchised,” he says. points and modern outdoor-inspired design. The early response to Holo has been strong, In regards to the latter, think styles fit for a reports Vega. Having got its start as part of casual hike with friends, but also suitable for REI’s new Path Ahead Adventures program, hitting a brewery on the way home. which offers investment and mentorship “Most sustainable product is expensive opportunities to entrepreneurs of color and and doesn’t allow all consumers, especially helps connect upstart brands with REI buyers, minorities to participate,” says Vega, who the retail roster now includes Nordstrom, possesses 18 years of footwear design expeDick’s Sporting Goods, Backcountry, Macy’s rience with Merrell, Keen and Converse, and Public Lands. “The retail community among others. “We should all be able to and consumers have been really supportive participate in sustainable product when of our launch,” Vega says, noting that the making purchase decisions.” timing of the launch has been ideal as the Vega, who identifies as Latinx, believes industry and, most importantly, consumers that many minorities have been left out of the are searching for fresh concepts. What’s outdoor footwear conversation, in general. more, Vega says people have the means And, he says, it’s high time someone did to better sniff those new concepts out. something about that. “I feel that nobody “Consumers and retailers are more open gets to own the outdoors, or ‘outside,’ as we to new brands than ever before; they’re call it at Holo,” Vega says. “We feel strongly asking for beautifully designed products that we have to include everyone in the at affordable prices,” he says. “And Holo conversation.” is bringing inclusive, sustainable product That inclusive approach begins with a where currently there is none.” focus on the fundamentals of great shoemakHolo’s Maverick trail sneaker, priced at an attractive $64 SRP, is fit As for 2022, Vega says plans include the ing, which Vega says enables Holo (short for the trail—and for a few rounds at a local brewery. launch of a DTC site and Holo’s first spring/ for the current Holocene Epoch) to keep summer collection, which will include the prices down. The suggested retail prices genderless Ares ($60) and Poseidon ($80) sandals. International expansion of the three-style debut collection span $59 for the Credimus slip-on camp is also on the to do list and, perhaps further down the road, a return program style to $64 for the Maverick hiking/walking lifestyle shoe to $74 for the for worn-out shoes to be recycled into new products. Looking further out, Maverick ES, a waterproof version. Sustainability-wise, the shoes feature Vega has big dreams for Holo. “In three years, I hope we will have made a post-consumer recycled EVA and rubber, as well as recycled upper materibig impact towards the democratization of sustainability,” he says. “And we’re als where possible and minimal recycled packaging. “As footwear people, we excited about our product pipeline, especially our first running shoes for know what it takes to engineer a shoe sustainably,” Vega says, stressing that Spring/Summer ’23.” —Greg Dutter looks also matter. “We believe our design aesthetic is modern, unique and 46 footwearplusmagazine.com • january 2022
