Everlane has recently announced a new brand called Tread by Everlane, a line of unisex sneakers designed with environmental sustainability in mind. These sneakers are marketed as the most eco-friendly, low-impact sneakers in the market today, thanks to the use of recycled materials and almost plastic-free sole. These are also manufactured using an innovative carbon-neutral process.
Everlane emphasizes that Tread by Everlane is a new brand. Instead of placing Tread and its line of sneakers under its main umbrella, the company considers it a whole new brand.
The first product under the Tread by Everlane brand is the Trainer, retailing for $98, which was launched Thursday (April 25). The sneakers are available in several colors – glacier, pale pink, off-white, black, navy, and butter – and feature Everlane’s characteristic logo-less design and trendy chunky sole. These are available in a wide range of sizes, too – 7 to 13 for men, 5 to 12 for women.
The Trainer sneakers are made of full-grain leather manufactured at Saigon TanTec, touted as the world’s cleanest tannery. According to Everlane officials, it chose TanTec because of its eco-friendly manufacturing processes including the use of solar energy and natural lighting. Furthermore, the Gold-certified tannery uses 56% less fresh water and 42% less electricity as well as emits 29% less greenhouse gases in its production.
The sneakers’ soles are nearly 95% free of virgin plastic, thanks to Everlane’s use of natural and recycled rubber. Indeed, the company has even pledged to completely eliminate the use of virgin plastic from its manufacturing process and supply chain by 2021 – an ambitious goal, if we ever saw one.
No detail is too small to be overlooked. The sneakers’ laces and lining are touted to release 18% less carbon into the air than average.
Such is the near-obsession for near-zero impact that Everlane said that it will be offsetting 100% of carbon emissions from the production of Trainer sneakers. The company went beyond the shoe industry in doing so, particularly in its partnership with NativeEnergy in supporting greenhouse gas reduction-related projects.
Currently, Everlane and NativeEnergy are working with ranchers in the improvement of their cattle-grazing practices, soil health, and waterways. Both companies are also working toward greater carbon sequestration; while healthy grasslands are beautiful, these remove enormous amounts of carbon from the atmosphere.
Everlane has also said that it will consider and use alternative materials and processes, especially eco-friendly, efficient and effective ones, as these become available.
The Trainers sneakers are in line with Everlane’s minimal, if not utilitarian, aesthetics. But therein also lies its wide appeal for men and women, even among fashionable teens. These sneakers are simple yet sophisticated in their lines and, thus, easily paired with nearly everything from jeans and mini-skirts to yoga pants and leggings.
Suffice it to say that while the Trainer sneakers represent a welcome move in eco-friendly footwear, these aren’t a move forward in terms of styling. But for Everlane fans who love the brand’s classic designs using contemporary materials, the Trainer sneakers are a no-brainer as their next purchase.
Besides, Everlane already has a dedicated following that will more than likely patronize the Tread brand. The company has released shoes with long wait lists and it applies to the Trainer sneakers, too – it apparently has an online waiting list.
Beyond the eco-friendly materials and manufacturing process, the Trainer sneakers have garnered positive reviews from the early buyers. The consensus is that it has the hallmarks of a good trainer suitable for everyday use – a low-top silhouette, a thick sole for optimum comfort, and a sharp sloping shape. While it’s relatively chunky, it’s surprisingly compact and contained instead of being conspicuous or costume-y, as is the case with many sneakers with a similar design.
The overlapping stitched panels add contrast to the materials and patterns used. At first glance, the Trainer sneakers aren’t nothing to write home to your mother about, especially as there are no visible logos.
But we have to say that sneakers should be about comfort first and foremost, and the Trainer sneakers definitely delivers. These are so comfortable that these can be used for running everyday errands, running after kids and clients, and running as exercise.
These are also so versatile that men and women pair them with just about anything except business suits, cocktail dresses, and gowns. Since these are available in seven colors, there’s a pair for every outfit of the day (OOTD).
Founded in 2010, Everlane has become successful in the competitive fashion industry by sticking to simple yet sophisticated basics from cashmere sweaters to silk shirts and wide-leg denim pants. The Tread brand represents a natural progression for the company – the sneakers, after all, are the uniform of Americans and, thus, these have a ready market.
Everlane’s deep commitment to using environmentally sustainable materials and processes doesn’t hurt either! Plus, its direct-to-consumer business model makes it easier for consumers to touch base with its target consumers.
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