Popular with generations of teenagers – and adults – all over the world for several decades, it is now entering a new chapter in its history and embarking on a process aimed at taking part in the circular economy. The iconic Chuck Taylor and Chuck 70 models are now made from post-consumer and post-industrial waste.
Timeless sneakers becoming eco-responsible
This new, eco-responsible collection launched under the Renew brand name includes 3 different models: the first, christened Renew Canvas is available in a range of 5 colours and is made entirely from PET recycled from used plastic bottles. Each pair is made using approximately 11 bottles.
The second model, Renew Canvas, is made from scraps of jeans recovered from landfills.
The third model, Renew Cotton, is made from Converse’s own fabric scraps combined with 40% recycled polyester.
In launching this “green” programme, Converse set itself the challenge of getting as close as possible to the timeless look of the “All Star”: a goal which the company appears to have achieved since the new models made from recycled materials are hard to tell apart from those made from the original cotton fabric.The only noticeable difference between them is that the three Renew models have the “Life’s too short to waste” slogan printed on the fabric.
In any case, this is the start of a new adventure for the starred sneaker, a classic among classics, which first appeared in Massachusetts over 100 years ago and has stood the test of time and influenced the American way of life, going on to further spread its influence all around the world.