The world is fevered with style sensation, and footwear is not to be left behind. Young & Rubicam introduces the “Aequa-eco chic” line of shoes. With 5 million euro (6 million US dollar) financial backing and the name recognition of Bologna Soccer backer Gazzoni Frascara, the firm Gazzoni Ecologia has enlisted designer Alberto del Biondi to create a stylish footwear sensation. It not only can rival traditional materials but is also a completely recyclable shoe made of only natural and recycled materials. It uses methods which minimize the wastes associated with manufacture.
The shoes are claimed to have uppers as flexible, water resistant yet breathable as traditional leather. The materials used are only vegetable fibers and microfibers of recycled PET. The soles are recycled industrial rubber (scented with verbena) and inserts are breathable coconut fiber. You must be skeptical about the lifespan of the shoes. Don’t worry. Its lifespan can be extended by washing and the firm is planning to take the used shoes back for recycling into shock-absorbing pavements at the end of their life. The name Aequa derives from the Latin “Aequum” meaning equal or just, was also selected for its connotations of transparency, purity, and cleanness associated with the Italian word for water. As the target market is over 10% of the population who are mostly 35 to 44 years old, will they be willing to pay or afford €130 (US$ 160) a pair (family three-pack for €298 (US$360))?