Editor’s Note
Hello,
This week’s brand is Earthbound, founded by Hrvoje and Domagoj Boljar, two brothers from Croatia, who inherited their grandfather’s shoemaking workshop which their transformed into making sustainable sneakers for a healthier planet.
Earthbound are the first OKOE-TEX® certified sneakers in the world, guaranteeing no usage of toxic chemicals harmful to human health or planet. Their sneakers represent a new evolution in the sourcing and manufacturing of slow fashion.
Earthbound has embraced the true essence of making better products that last: “Longevity is key to sustainability, so purchase footwear that is durable and reliable, and wear shoes to the end of their life cycle.” The birth of a new way of thinking is emerging.
For people, planet, and profit,
Per Håkansson (follow on LinkedIn), Publisher and founding editor
Table of Contents
Earthbound’s Story
The story behind Earthbound sneakers, formerly known as MIRET, is an interesting tale of two brothers seeking to create a sustainable footwear brand with a difference.
From Shoemaking Roots:
The story begins with Hrvoje and Domagoj, inheriting their grandfather's shoemaking workshop. Inspired by his craftsmanship and driven by their entrepreneurial spirit, they set out to build their own brand.
From the outset, Hrvoje and Domagoj were committed to sustainability. They wanted to create shoes that were both stylish and environmentally responsible, minimizing their impact on the planet.
After three years of research and development, the first collection arrives. Made with innovative recycled and natural materials like pineapple leather and algae foam, the sneakers quickly gained attention for their eco-friendly credentials and sleek designs.
Growth and Challenges:
Word-of-mouth Success: Unique combination of sustainability and style resonated with customers. The brand enjoyed strong organic growth thanks to positive word-of-mouth and online communities.
Global Recognition: Their shoes were featured in prestigious publications and worn by celebrities, further boosting their reach and solidifying their position as a pioneer in sustainable footwear.
Overcoming Hurdles: Despite their rapid success, Earthbound faced challenges like managing production capacity, expanding to new markets, and ensuring consistent quality with their innovative materials.
Evolving as Earthbound:
In October 2023, MIRET underwent a brand transformation, becoming Earthbound. This change reflected the company's continued commitment to sustainability and their ambition to make a broader impact on the planet.
Deepening Sustainability: Earthbound is actively working to increase the recycled content in their shoes to 97 percent, minimize waste in production processes, and implement carbon offsetting initiatives.
Community Building: Earthbound recognizes the importance of community and actively engages with their customers and supporters through social media, events, and educational initiatives.
Future Horizons:
Global Expansion: Earthbound aims to expand its reach to new markets around the world, bringing their sustainable sneakers to a wider audience.
Technology and Innovation: They are actively exploring new sustainable materials and production methods to further minimize their environmental footprint and push the boundaries of eco-friendly footwear.
Advocacy and Collaboration: Earthbound plans to leverage their platform to advocate for sustainable practices within the footwear industry and collaborate with other organizations to create a more positive impact on the planet.
Earthbound is a brand with a heart. They are proving that sustainability and style can go hand-in-hand, creating comfortable and fashionable shoes that leave a minimal footprint on the planet. Their story is one of passion, innovation, and a commitment to a greener future, one step at a time.
Key Milestones
Earthbound has a relatively young but impactful journey focused on sustainable footwear. Here are some key milestones in their trajectory:
2014 – The Boljar brothers inherit their grandfather's shoemaking workshop in Croatia, sparking their entrepreneurial spirit and desire to build a sustainable footwear brand.
2017 – Launching first collection featuring sneakers made with innovative recycled and natural materials like pineapple leather and algae foam, the brand gains initial traction for its eco-friendly approach.
2018 – 2020 – Their unique combination of sustainability and style generates a loyal customer base and online buzz, leading to increased sales and brand recognition. Receives Global Footwear Awards for their sustainable practices and innovative designs, further solidifying its position as a leading eco-conscious footwear brand.
2021 – 2022 – Enters new markets and collaborates with other sustainable brands and organizations, amplifying their impact and reach. The brand encounters some hurdles with managing production capacity and ensuring consistent quality with their innovative materials.
2023 – Reflecting its evolving vision and broader environmental commitment, the brand changes its name to Earthbound and sets ambitious goals to further increase recycled content in shoes, minimize waste, and implement carbon offsetting initiatives. Actively engages with its community through social media, events, and educational initiatives, fostering a sense of shared purpose.
Beyond these highlights, Earthbound's key milestones also include:
Receiving investments from sustainable ventures and venture capitalists.
Collaborating with environmental organizations on impactful projects.
Launching educational initiatives promoting responsible consumerism and sustainable choices.
Continuously exploring and implementing innovative sustainable materials and production methods.
As a young brand with a big vision, Earthbound is making a significant difference in the world of sustainable fashion. Their commitment to progress, transparency, and community engagement positions them for an exciting future and a growing impact on the planet, one eco-friendly step at a time.
Insights and Actions
Earthbound isn't just about fashionable sneakers; it's about minimizing environmental impact and leaving a positive footprint on the planet. Their sustainability strategy encompasses multiple aspects, aiming to make responsible choices at every step of their journey:
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