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The Holo Recipe

A new brand uses sustainability and inclusivity as key ingredients.

SOME BRANDS GO all in on a specific platform in the hope that singular focus will lead to a breakthrough. Like, for example, the wave of sustainabledriven brands that have flooded the market recently in their attempt to appeal to a growing concern among consumers about protecting the environment. But is that (worthy) one platform enough amid a rising tide of similar green brands? Should other ingredients be added to a brand’s recipe to entice customers to bite?

Rommel Vega, creator of Holo Footwear, believes so. Hence the Portland, OR-based outdoor lifestyle brand’s recipe that uses sustainability and inclusivity as its key ingredients. Launched this past fall, the designer says Holo shoes don’t discriminate while blending sustainable materials, accessible price points and modern outdoor-inspired design. In regards to the latter, think styles fit for a casual hike with friends, but also suitable for hitting a brewery on the way home.

“Most sustainable product is expensive and doesn’t allow all consumers, especially minorities to participate,” says Vega, who possesses 18 years of footwear design experience with Merrell, Keen and Converse, among others. “We should all be able to participate in sustainable product when making purchase decisions.”

Vega, who identifies as Latinx, believes that many minorities have been left out of the outdoor footwear conversation, in general. And, he says, it’s high time someone did something about that. “I feel that nobody gets to own the outdoors, or ‘outside,’ as we call it at Holo,” Vega says. “We feel strongly that we have to include everyone in the conversation.”

That inclusive approach begins with a focus on the fundamentals of great shoemaking, which Vega says enables Holo (short for the current Holocene Epoch) to keep prices down. The suggested retail prices of the three-style debut collection span $59 for the Credimus slip-on camp style to $64 for the Maverick hiking/walking lifestyle shoe to $74 for the Maverick ES, a waterproof version. Sustainability-wise, the shoes feature post-consumer recycled EVA and rubber, as well as recycled upper materials where possible and minimal recycled packaging. “As footwear people, we know what it takes to engineer a shoe sustainably,” Vega says, stressing that looks also matter. “We believe our design aesthetic is modern, unique and

young. We aren’t designing old and boring outdoor product.” In fact, one Vega’s overriding goals is to make shoe design, engineering and creation “fun” again. “Footwear is an incredible product for consumer expression. It doesn’t have to be boring and expensive,” he says. While Holo’s designs are intended to appeal to all demographics, Vega believes minorities, in particular, will relate to its aesthetic, as well as the brand’s positioning. “We understand the stigma that keeps people of color from participating more in the outdoors,” he says. “What’s really important is that you see people that look like you doing things outside.” Along those lines, Vega says Holo will introduce a range of initiatives to get that image across. “We have a lot of ideas on how we will connect the disenfranchised,” he says. The early response to Holo has been strong, reports Vega. Having got its start as part of REI’s new Path Ahead Adventures program, which offers investment and mentorship opportunities to entrepreneurs of color and helps connect upstart brands with REI buyers, the retail roster now includes Nordstrom, Dick’s Sporting Goods, Backcountry, Macy’s and Public Lands. “The retail community and consumers have been really supportive of our launch,” Vega says, noting that the timing of the launch has been ideal as the industry and, most importantly, consumers are searching for fresh concepts. What’s more, Vega says people have the means to better sniff those new concepts out. “Consumers and retailers are more open to new brands than ever before; they’re asking for beautifully designed products at affordable prices,” he says. “And Holo is bringing inclusive, sustainable product where currently there is none.” Holo’s Maverick trail sneaker, priced at an attractive $64 SRP, is fit As for 2022, Vega says plans include the for the trail—and for a few rounds at a local brewery. launch of a DTC site and Holo’s first spring/ summer collection, which will include the genderless Ares ($60) and Poseidon ($80) sandals. International expansion is also on the to do list and, perhaps further down the road, a return program for worn-out shoes to be recycled into new products. Looking further out, Vega has big dreams for Holo. “In three years, I hope we will have made a big impact towards the democratization of sustainability,” he says. “And we’re excited about our product pipeline, especially our first running shoes for Spring/Summer ’23.” —Greg Dutter