Editor’s Note
Hello,
In this issue of Unsustainable we’re looking at the young sneaker startup from New Zealand, YY Nation. It was founded in 2018 after a trip to Maui where the founder, Jeremy Banks and his family, discovered microplastics across the beaches.
On their return they decided to start a sneaker company with the goal of becoming carbon positive, giving back more than they extract from our planet. They are a true inspiration in how they’re thinking about making products with less impact.
By using natural materials like bamboo, cactus, pineapple husk, algae, and sugarcane, YY Nation is showing that anything is possible if you’re steadfast in your vision and innovative in your actions of making better products that last longer.
For people, planet, and profit,
Per Håkansson (follow on LinkedIn), Publisher and founding editor
Table of Contents
YY Nation’s Story
The story behind YY Nation is one of sustainability, conscious innovation, and a love for nature. It all began in 2018 when Jeremy, a New Zealander visiting Maui with his family, noticed something heartbreaking: tiny blue flecks of plastic littering the pristine beach. These microplastics, remnants of discarded footwear and other waste, were a stark reminder of the toll humans take on our planet.
Driven by this experience, Jeremy, along with his wife Anna, decided to create a shoe brand that would be kinder to our planet. They founded YY Nation, named after the Maori word for "footprint," signifying their commitment to leaving a positive impact on the environment.
"I want the beach to be pristine as it was when I first visited Maui 20 years earlier so my children and their children can enjoy nature as I have." – Jeremy Banks
Here are some key elements of YY Nation's story:
The Focus on Sustainability:
Sustainable Materials: They use eco-friendly materials like bamboo, cactus leather, pineapple husk, algae, wood pulp, and recycled plastic bottles in their shoes. They prioritize fair trade and ethical sourcing for these materials as well.
Minimalistic Design: Their shoes are designed with simplicity and durability in mind. They avoid unnecessary embellishments and focus on function and quality, aiming to reduce waste through both design and materials.
Transparency and Responsibility: They are committed to transparency throughout their supply chain and manufacturing processes. They openly share information about their materials, partners, and production practices.
Innovation and Ethical Practices:
Partnership with skilled shoemakers: Collaborating with talented shoemakers who share their ethical values and commitment to quality. This ensures fair wages and good working conditions throughout their production chain.
Direct-to-Consumer Model: Avoiding traditional retail channels, selling directly to customers through their website and select partnerships. This reduces their carbon footprint and allows them to offer competitive pricing.
Community Building: Fostering a community of like-minded individuals who share their values for sustainability and conscious living. They engage with their customers through social media, collaborations, and events.
YY Nation's story is more than just the story of a shoe brand. It's a story of conscious living, responsible business practices, and a commitment to leaving a better footprint on our planet. They are an inspiring example of how a small company can make a big difference through innovation, passion, and a dedication to sustainability.
Key Milestones
2018 – Jeremy and Anna witness the impact of plastic pollution on the beaches of Maui, sparking the idea for YY Nation. Establishing their founding principles with a commitment to sustainability, ethical sourcing, and minimalist design.
2019 – Launching their first sneaker, the Cirro YY Bamboo, made from sustainable bamboo fibers. Unveiling their Direct-to-Consumer model, bypassing traditional retail, selling directly to customers, ensuring control over quality and sustainability.
2020 – Introducing cactus leather and recycled plastic bottles in shoe collections. Building community via active social media presence and collaborations with like-minded individuals and brands fostering a thriving community.
2021 – Featured in sustainable fashion publications and recognized for ethical practices. Increasing their product line with diverse styles and functionalities, catering to various needs and preferences.
2022 – Opening up about their ethical sourcing practices and production partners. Forging new partnerships with environmental organizations and campaigns to highlight their commitment to sustainable advocacy.
2023 – Exploring new eco-friendly materials and production methods to further decrease environmental impact. Entering new markets and increasing brand presence internationally. Developing circular programs and solutions to extend the lifespan of shoes and reduce waste.
During the above period YY Nation has received the Global Footwear Awards, Best Design Awards, The Circle Awards, and Positive Luxury Awards.
Insights and Actions
YY Nation's sustainability strategy revolves around minimizing their environmental impact and promoting ethical practices throughout their value chain. Here are the key pillars of their approach:
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