The Schuh x Vintage Threads collection features reworked designs using preloved footwear from brands such as New Balance and Nike transformed into outerwear, accessories and homeware.
Schuh expressed delight in partnering with Vintage Threads, which it describes as a design house that “expertly deconstructs preloved footwear and recreates them into one-of-a-kind pieces.”
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The collaboration builds upon Schuh’s existing “Sell Your Soles” scheme which encourages consumers to exchange unwanted footwear in exchange for discounts on new purchases and aims to adds more longevity to their materials.
Stephanie Legg, chief marketing officer at Schuh commented: “The partnership with Vintage Threads underscores our ongoing commitment to social responsibility.
“As we expand our responsible product offering, we are continuing to meet the demands of our conscious consumers, while helping to make more sustainable fashion choices, and through charitable donations to World Land Trust, we’re not only funding the future but actively protecting it.”
Launched back in 2019, the Sell Your Soles scheme is said to have made strides in sustainability, with more than 24,000 trees donated to the World Land Trust through the resale and recycling of 223 tonnes of footwear.
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By GlobalDataFurthermore, all profits from the sale of the Schuh x Vintage Threads Earth Day ’24 Capsule Collection will be donated to the World Land Trust.
The limited collection will be available at the Schuh store on Oxford Circus, London, starting 15 April. New styles will be released daily, offering shoppers a chance to tangibly embrace sustainable fashion.
Earth Day, celebrated annually on 22 April, is a global reminder of the importance of environmental protection. The collaboration between Schuh and Vintage Threads aligns with Earth Day’s principles of reduce, reuse, and recycle and also reflects Schuh’s overarching commitment to sustainability.
Last year, Schuh partnered with supply chain transparency platform Segura to ensure its footwear supply chain suppliers are ethical, sustainable, efficient, and compliant.
The retailer also claims to have achieved a 76% reduction in emissions since 2019 and 100% renewable energy for all its stores, offices, and warehouses.
