REEBOK’S CORNY NEW CONCEPT

Reebok are launching a brand new sustainability initiative, ‘Cotton + Corn’, under which sustainable footwear will be produced later in 2017.  The initiative is based around the concept of creating products from things that grow, and the shoe’s uppers will be created from organic cotton, with soles made from industrial grown corn.  Reebok are focussed on creating biodegradable footwear which also satisfies consumers’ aesthetic preferences.  Instead of using petroleum-based materials, which are typically used and end up in landfill, Reebok’s new concept is about ‘growing shoes’.  They aim to turn old biodegradable shoes into compost in which to grow the materials to make new ranges of shoes.