Shoe brand Rothy’s made a unique Earth Day offering by giving away new shoes in exchange for used water bottles at three of its stores in the US. Only 100 pairs were available, and the aim was to highlight the need for higher value and importance placed on single-use plastics. James Rogers, VP of Sustainability at Rothy’s, emphasized the need for plastic to be valued more and for the cost of plastic to be higher.
People lined up outside the stores and quickly snapped up the shoes, marking a first-of-its-kind event for the footwear brand. Rothy’s has a history of advocating for sustainability, including pushing for changes to recycling laws in New York. This year, they are advocating to end the production of single-use plastics and instead focus on using existing plastics through legislation such as the Break Free From Plastic Pollution Act.
Rothy’s is committed to repurposing plastic into footwear but recognizes the need to reduce single-use plastics. Rogers pointed out that only 5 to 6% of plastics were being recycled in 2021, with the majority ending up in landfills. The company is also exploring other ways to prevent shoes from being discarded, such as implementing a take-back program for used shoes and evaluating resale options.
The issue of waste extends to the manufacturing process, and Rothy’s has taken steps to reduce waste at its facilities. The company’s facility in China is zero-waste certified, meaning they divert more than 90% of landfill waste. Rogers emphasized the importance of circularity in their production process and highlighted the durability of their shoes as a factor in reducing waste.
On Earth Day and beyond, Rothy’s is focused on sustainability and reducing its environmental footprint. While making shoes does have a cost, the company hopes that initiatives like the Earth Day campaign will encourage consumers to think differently about single-use plastics. Rogers sees policy advocacy as a way to promote sustainability, calling for legislative changes that benefit society, companies, and the economy.
