New.ve Brings A Circular Mindset To The Footwear Sector

Designed, created and produced in Portugal, New.ve is bringing a fresh dynamic to the footwear industry through unconventional materials and a closed-loop production mentality. After launching in 2022, as the new venture of established children’s footwear manufacturer Savana who have over three decades of experience, New.ve has launched two sneaker designs in an array of colour and material options.

In drawing on the waste of other sectors, the materials and components that make up a New.ve sneaker are a far cry from the conventional options on the market today. With the shoe’s upper layer manufactured from Apple Skin (a material derived from apple waste, polyurethane, cotton and polyester), the sole of each shoe is made using natural rubber and tennis ball waste (with each pair containing four recycled tennis balls), while the lining and laces are made from organic cotton and the insock of the shoe is made from bamboo and recycled foam.

Through its ‘out-of-the-box’ mentality, and a transparent approach in showcasing exactly what its shoes are made of, New.ve is presenting a refreshing disruption to an industry plagued with environmental and social issues. “We have taken on the responsibility of being part of changing the world’s behaviour towards our future and creating a sustainable and circular industry,” states the company’s Commercial Director Luisa Silva. “The creation of New.ve was much more than just the creation of a product or a service. It was a journey that required commitment, innovation, and responsibility from the team involved who are committed to making a positive impact on the world through a product that reflects their true values.”

With a dynamic team driving it forward, New.ve states it is based on values of freedom, equality and innovation, while striving towards a circular economy and a more sustainable fashion industry. As part of it’s commitment to a greener future, it governs its design decisions on four distinct pillars: environment, people, community and economy – clearly stated in it is communications. While making shoes from vegan and eco-friendly materials, it is also paying attention to the wider aspects of the business. From promoting less waste through recycling programmes, to working with fair and ethical suppliers and producers and contributing to community-led initiatives, the brand is appealing to conscious consumers who are looking for solutions outside the realm of ‘fast-fashion’ and mass-produced items.

Thanks to meticulous research and development, the team have managed to create a more sustainable footwear option without a compromise on aesthetic or quality – one of the biggest challenges most industry’s face when exploring greener alternatives. And, while these unconventional materials have been utilised for their environmental benefits, the team also say how they are informing and inspiring the design aesthetic too. “We firmly believe that innovation comes from experimenting and exploring new possibilities,” continues Silva. “When it comes to design, we are always looking for new ways to challenge established norms and create something truly unique and impactful. Unconventional materials offer an exciting opportunity to do this, as they have characteristics and properties that are not found in traditional materials.”

Enabling them to stand out visually, this exciting innovation is one that could also inspire the wider industry. In seeing what can be achieved with such materials, Silva hopes that it will encourage others to follow suit. While the brand is founded on a passion and desire for change, the team state how the support of APPICAPS – the Portuguese Footwear, Components, Leather Goods Manufacturers’ Association – has been vital in the company’s growth. “From providing resources and guidance to creating networking opportunities, our partnership with APICCAPS has helped us to achieve important milestones in the development of the brand and expanding our presence in the market,” comments Silva as well as alluding to other factors such as product quality, a dynamic marketing strategy, and a target audience receptivity, all of which the team have worked tirelessly to achieve.

However, in combining this dedication with the added support from a wider organisation such as APICCAPS, who plan to invest 600 million euros in the future of the industry by the end of the decade, it is certainly proof that through collaboration and a combined effort, it can enhance the rate at which sustainable development goals are achieved. “We are committed to reducing the impact of the brand’s production processes and are constantly moving towards an increasingly sustainable approach,” concludes Silva as she discusses the road ahead. “This commitment is reflected in our constant search for new sources of raw materials and production methods that respect the environment.” Still early in their journey, it is exciting to see a brand determined to not only succeed but also positively impact a wider industry while doing so. All while proving that sustainability certainly doesn’t mean a compromise on style.