Knock it Off!

Twisted X welcomes brands to copy its sustainability initiatives.

EARTH DAY IS every day at Twisted X Global Brands (TXGB), makers of Twisted X, Black Star, and Wrangler footwear. The Decatur, TX-based company is eight years deep in its constant pursuit to better its sustainability score across all facets of its business. That spans materials, manufacturing processes, eliminating single-use plastics in the home office, and everywhere and anywhere in between.

“We don’t consider Earth Day or Earth Month to be just a single day or month of celebration, because this is what we do 365 days of the year,” says TXGB CEO Prasad Reddy, adding that the company’s sustainability initiatives are introduced whenever they are ready, not just in April. “We don’t do it for the press, although we do appreciate any press we get as that will hopefully bring other brands into the foray and help the environment overall.”

On that note, Reddy wants Twisted X to be knocked off when it comes to its sustainability efforts. “Whenever we do something, we want to show it to others so they can also benefit from it,” he says. “We want to share all our efforts within the footwear industry, as well as any consumer goods industry. It’s for the good of the planet, so we don’t keep them proprietary to ourselves.”

TXGB’s green resume is extensive. It spans the incorporation of renewable and recyclable natural materials—such as merino wool, cork, molasses, bamboo, algae, and rice husk—into various designs. In addition, its ecoTWX fabric is made of upcycled plastic bottles salvaged from landfills and oceans. Each pair is made of 13 bottles and, to date, more than 75 million bottles have been used. Then there’s the launch of its Zero X collection, in 2021, which is a unique, no-glue stitch construction.

Last but not all, TXGB recently rolled out its Circular Project, a new collection featuring midsoles and outsoles made from reground factory scraps that would have otherwise ended up in landfills. Each pair utilizes up to 85 percent excess foam scraps (Consumers can also return their worn-out Circular Project shoes to be reground.) “Whenever they’re ready to throw them out, we’ll recycle it into other products to continue its life cycle,” Reddy says, adding, “Someday, we hope all products can be recycled and not go into landfills or harm the environment. That’s what we keep striving for: to keep the planet as green as possible.”

That circles back to Reddy’s belief that when it comes to sustainability, there is always room for improvement. “Our goal is to keep on doing what’s right for the planet, our products, and our company,” he says. “Sustainability is an ongoing process for us; there’s no start and stop point. We must consider everything and aim for continuous improvements.” Reddy adds, “We must keep our planet clean for future generations and leave it better than we found it.”

Saucony Eco-friendly Style Set to Fly

Peregrine RFG trail runner loaded with sustainable attributes.

SAUCONY’S PEREGRINE RFG (Run

For Good) is the latest in a series of sustainable shoes released by the division of Wolverine Worldwide. Specifically designed for daily trails and casual treks, the shoe features responsibly sourced mesh, an Austin Rubber outsole made from a 50 percent blend of recycled tires, and PWRRUN BIO+ cushioning made of 30 percent sugarcane ethanol-based foam.

“The Peregrine RFG (SRP: $140) sets a new level of sustainability for Saucony by taking our award-winning Peregrine and creating a highperformance, all-trail specialist that meets our highest sustainability standards,” says Rob Griffiths, president of Saucony. “It has earned the RFG badge, indicating it has met our brand’s sustainability goals while continuing to deliver on the performance consumers need.”

The Peregrine RFG joins eco-friendly makeovers the Jazz Court RFG, crafted from seven natural materials and no plastic, and the Triumph RFG, the brand’s first performance-rooted sustainable running shoe. It’s all part of Saucony’s goal of 90 percent of all products containing organic, recycled, or renewable materials by 2025. Griffiths says the recent introduction of its RFG Standard serves as a baseline measurement that indicates if a product meets the brand’s sustainability goals while continuing to deliver the performance consumers expect. “A product that meets these rigorous standards earns the prestigious RFG Badge, a testament to its sustainability and performance,” he says. It also informs consumers trying to decipher which products have sustainable design attributes.

Who is the RFG customer? Griffith says both performance and casual wearers are increasingly seeking products made with sustainable materials and climate-friendly business practices. That said, the eco-conscious movement is most obvious in younger generations, with Millennials and Gen Z showing a significant preference for buying such goods. And while Griffiths notes that most running lifestyle consumers will not sacrifice performance for sustainability, those who care about the environment shouldn’t have to make a choice. “The Peregrine RFG is proof that sustainability and performance can work in tandem with the added goal of ensuring that the product remains affordable,” he says. “You shouldn’t be penalized with a higher price for a product that includes sustainable materials or processes.”