Reebok rolls out its Cotton + Corn sustainable products initiative, which will bring plant-based footwear to the market later this year.
Cotton + Corn is an initiative developed by Reebok Future team* to create shoes “made from things that grow.” The first release will be a shoe that has an upper comprised of organic cotton and a base originating from industrially grown corn (a non-food source).
“This is really just the first step for us, with Cotton + Corn we’re focused on all three phases of the product lifecycle. First, with product development we’re using materials that grow and can be replenished, rather than the petroleum-based materials commonly used today. Second, when the product hits the market we know our consumers don’t want to sacrifice on how sneakers look and perform. Finally, we care about what happens to the shoes when people are done with them. So we’ve focused on plant-based materials such as corn and cotton at the beginning, and compostability in the end.” Bill McInnis, head of Reebok Future.
Reebok aims to say, “we are ‘growing shoes’ here at Reebok” Ultimately, the goal is to create a broad selection of bio-based footwear that can be composted after use. That compost will be used later on as part of the soil to grow the materials for the next range of shoes. Reebok wants to take the entire cycle into account; to go from dust to dust.
For the Cotton + Corn initiative, Reebok partnered with DuPont Tate & Lyle Bio Products, a manufacturer of bio-based solutions. DuPont Tate & Lyle has developed Susterra propanediol, a pure, petroleum-free, non-toxic, 100-percent USDA certified bio-based product, derived from field corn. Susterra propanediol is used to create the sole of the Cotton + Corn shoes.
“Reebok’s philosophy is to ‘Be More Human,’ and sustainability is a core part of that belief. As human beings, we have a responsibility to leave this planet as we found it for future generations. Unfortunately, the fact is most shoes just end up in landfills, which is something we are trying to change. As a brand, we will be focusing on sustainability with the Cotton + Corn program as well as other initiatives we have in the works.” Matt O’Toole, President Reebok
*Reebok Future team is the sports’ brand innovation department dedicated to creating new technologies, ideas, techniques, and prototypes.
source: SGB Media – Reebok