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Rothy’s is an environmentally-friendly footwear brand focusing on fashion, comfort, and technology that takes the extra effort to “go green,” Founded by Hedge Gallery‘s Roth Martin and finance veteran Stephen Hawthornthwaite earlier this year in San Francisco. For its inaugural collection, the brand has released two machine-washable models—The Flat and The Point—made up of 17 varying colors, including its inspiration of neutrals in fly, stone, light pink, and soft grey.
“Using cutting-edge technology to diminish our carbon footprint while also adding an innovative twist to a classic ballet flat is very rewarding for both of us,” said Hawthornthwaite.
After three years of research and product development, the brand has successfully found a way to produce the frame of one shoe made entirely of soft fibers from approximately three water bottles. The shoe’s outsole is made from a carbon-free recyclable rubber, and the insole is made from recyclable foam, too, so the entirety of the shoe relies on waste materials. But the “going green” action doesn’t stop there. The 3-D knitting process that is used to assemble the shoe shapes the material through the machine and leaves hardly any excess material left to waste.
“I have always had a tremendous appreciation for great functional design. Having spent over three years overseeing production in order to incorporate environmentally conscious technology into a chic everyday women’s footwear brand has been an incredible journey for us,” said Martin.
Further capitalizing on the “one man’s trash is another man’s treasure” mantra, every Rothy’s shoe can be recycled at the end of its lifetime through a partnership with PLUSfoam. Simply obtain the shipping form online, ship it to PLUSfoam, and the entirety of the show will be recycled upon delivery.
Rothy’s is putting one foot in front of the other to provide fashion for a planetary cause—and one that will outlive many fashion trends to come.