Vegan-certified sportswear brand Hylo Athletics opened the doors to a summer pop-up at Harrods that includes a place where customers can recycle their old pairs of shoes. For a limited time, people can visit to familiarize themselves with Hylo Athletics' range of innovative trainers, and drop off used pairs of trainers from any brand to receive a credit that can be put toward a sustainable footwear purchase. With a 20-pound credit, consumers can invest in one of Hylo Athletics' models made from bio-based materials like corn, wood pulp, mushrooms or sugarcane.
Treading lightly on the earth is a focus in the design of the pop-up itself, and the setup makes the most of materials that are recyclable, biodegradable or reusable in some capacity. All pieces are demountable and bound with reusable strap systems that eliminate the need for glue or other fasteners.
What's Driving This Trend
- Vegan Sportswear
- Opportunity for sustainable and cruelty-free alternatives in the sportswear industry.
- Recycling Initiatives
- Disruptive innovation potential in creating more convenient and impactful recycling programs for consumers.
- Bio-based Materials
- Growing demand for eco-friendly materials in the production of athletic footwear.
Who This Affects Most
- Sportswear
- Incorporating vegan and sustainable practices into the traditional sportswear market for conscious consumers.
- Recycling
- Improving and expanding recycling infrastructure to accommodate the increasing need for footwear recycling.
- Footwear
- Developing innovative and eco-friendly materials to cater to the demand for sustainable footwear options.
