Sustainability

SUSTAINABILITY: TWISTED X

Green Dreams

TWISTED X INTENSIFIED its commitment to sustainability last year while increasing production of its footwear, which includes western, lifestyle and outdoor styles and a rapidly expanding work category. The Texas-based company infused new sustainability initiatives into its products, technologies and company policies while working to stay ahead of its retail partners’ growing demand for inventory.

CEO Prasad Reddy discussed the year’s challenges and successes, as well as Twisted X’s ongoing mission to help preserve the planet.

What were some notable sustainability initiatives introduced in 2021?

We brought on Kristy Rosica, our first-ever sustainability strategist, to help set metrics to quantify Twisted X’s carbon neutrality, which we achieved in all business operations worldwide as of 2020. In her role, Kristy has led efforts to quantify and communicate our long-term sustainability initiatives through yearly reports that aid in determining additional steps we can take to further reduce waste. This has included creating lifecycle assessments that track materials all the way back to their original sources to educate partners and consumers on the impact Twisted X is making on the planet. Kristy is also tasked with researching additional eco-friendly materials and processes to keep us at the forefront of innovation. The addition of a sustainability strategist was something unheard of for a company of our size, but the investment has certainly been worth it, and we encourage others to follow our lead.

Anything else? We announced our commitment of ensuring 100 percent of our products will have at least one sustainability element by the end of 2022. We also brought to market Blend85, which is our new footbed made of 85 percent recycled and upcycled EVA waste, and LeatherTWX, which is made of 80 percent scrap leather that would otherwise go into landfills. These were big accomplishments for Twisted X because not only are we reducing our use of new materials, but we are also reducing waste going into landfills. From creating new eco-friendly materials to exploring new techniques for construction, Twisted X holistically evaluates every step of our process to continue to create environmentally responsible footwear and production processes without compromising quality and performance. In fact, we have found that leveraging our sustainable materials makes for better footwear. Last but not least, we signed a collaboration agreement at the end of last year with renowned Texas artist and philanthropist, Olivia Bennett, to introduce a new collection coming to market in 2022 with a focus on sustainability, innovation and Twisted X’s philosophy to be humble and kind.

Green and good then, yes? Yes. And on that note, we opened a Tough Enough to Wear Pink Counseling Center in Decatur, TX, where our headquarters are located. Twisted X led the charge in bringing this counseling center to life alongside Wise Health System, committing $1.2 million to the flagship center. It’s operated by Wise Health System and creates a counseling destination for those currently fighting and recovering from breast cancer.

What were some other highlights of the year? In 2021, we developed a patentpending construction technique where our CellStretch technology now comes in a single sole, regardless of size. This technology was first introduced in our Tech X collection, which features traditional western styles with revolutionary comfort. Another highlight was the rapid growth of Twisted X Work. When the pandemic started, the agricultural, manufacturing, warehousing and trucking industries skyrocketed, and we saw an opportunity to increase the production and launch new lines specifically for these industries. Since then, our growth has been phenomenal in the category, and we’re expecting that to continue in 2022.

What was the toughest challenge

of last year? Supply chain. The unpredictability of Covid has been a pressing concern. Fortunately, it hasn’t impacted our production or shipments. However, the congestion at U.S. ports and lack of container space has been a challenge for many brands. What used to take four weeks for products to arrive now takes about 10. At one point we had more products in transit—on the water or in between factories and warehouses—than we had in the warehouse. However, since we increased our production early in the pandemic, it has helped us greatly to ensure we’ve had enough products in our warehouse to keep up with demand.

The Zero-X collection features a no-glue construction and rice husk outsoles.

Prasad Reddy, CEO, Twisted X

How would you grade your team on its overall performance navigat-

ing through such unprecedented challenges? We have a very small team considering the size of our market presence. But I believe we have the best team in the industry, and quite a few of our peers have commented on our incredible progression over the past few years. I always say people make the company, and the growth of Twisted X is because of our exceptional team.