Prasad IF IT COSTS US A LITTLE MORE TO FIND A GREENER ALTERNATIVE, THAT’S OK.

—PRASAD REDDY

Reddy wasn’t going to sit back, content with two extensions. That’s just not how he rolls.

GREEN DREAMS

After being involved in sourcing for five decades, Reddy didn’t need anyone to point out the enormous environmental footprint the footwear industry leaves behind. Rather than accept that as a necessary evil, he decided to tackle the issue head on. As a result, TXGB has become one of the industry leaders in sustainable sourcing and design.

It started with the launch of ecoTWX, a recycled plastic fabric upper featured on casual slip-ons. Each pair is made from an average of 13 recycled bottles. To date, Twisted X’s efforts have amounted to more than 7.1 million bottles retrieved from oceans and landfills. Since then, TXGB’s eco-friendly initiatives include the launch of corkTWX (noninvasively harvested bark of sustainable cork trees), ecoTweed linings (a 50-50 blend of nylon and bamboo charcoal), the use of sustainable algae and molasses in EVA midsole constructions in place of harmful plastics, outsoles featuring a blend of biodegradable rice husk and rubber, and laces made of bamboo.

Then there was the company’s debut of Zero-X, a breakthrough in sustainable design that debuted in 2021. The highlight is a revolutionary stitching method that eliminates the use of harmful glues. The company’s efforts go far beyond materials and constructions. It has a partnership with One Tree Planted that involves TXGB planting a tree for every shoe sold in its ecoTWX and Zero-X collections (to date, that’s a commitment of 550,000 trees) and has joined the Arctic Shipping Pledge, which vows its products will not be shipped through those sensitive waters. What’s more, the company uses at least 85 percent recycled materials for boxes and catalogs, and now every pair across all TXGB brands features at least one sustainability element.

Why go to such lengths? Why should TXGB be a leader in this effort when the company’s core audience of retailers and consumers aren’t demanding it? Reddy says the decision is morally based. It’s about doing what’s best for people and the planet—even if it cuts into profit margins.

“We just feel it’s the right thing to do, so we’ll keep trying to find ways to get sustainable materials into our product and manufacturing processes,” Reddy says, noting that if the world doesn’t address plastic pollution, 70 percent of marine life will have plastic microfibers in their bodies by 2030. “That’s a shame. So, if it costs us a little bit more to find a greener alternative, that’s ok. If it takes a little bit more effort, that’s ok. It’s all an extension of our constant effort to innovate—and to try and do the right thing.”