by L'Exception, on February 22, 2023
Check out our ECO X CEPTION brands, brands that are moving fashion in the right direction. We were able to chat with Lionel, the co-founder of Supergreen, vegan footwear brand with bio-sourced materials and alternatives to animal leather.
Lionel: Carole and I were doing freelance assignments alongside our first brand. We realized that there were several big problems affecting the shoe industry: inflated prices, material problems, little commitment...
One day, I went to visit a tannery in Asia, and that was the last straw. With Carole, we said to ourselves that we would start all over again.
Our project was to make the most natural shoe possible, with respect for animals, people and nature. We then worked on the design of the product, we researched materials and in particular the alternative materials to animal leather.
We discovered a material made from corn fibers, which we tested in terms of design and quality: we were won over. We launched the brand in March 2020, right at the time of the first containment.
Lionel: Nature inspires us a lot, but there is also the age of time and our personal desires. It's very important for us to create things that are close to us. For example, I'm mostly attracted to geometric designs, square lines, structures and shapes that are quite distinctive. I try to bring that personal touch into each design.
We regularly ask our community what they would like to see: we send them questionnaires to ask their opinion, and see if the proposed models meet their needs. Each model launched is therefore first validated by our community!
Lionel: We produce in Portugal, in a medium-sized factory. They are people I have known for a long time and with whom I have kept in touch. The factory has a very nice hand for the city shoe, they have a bootmaker touch in their know-how that we particularly appreciate.
We go to the workshops as much as possible to see how things are done on site. We make sure that the manufacturing standards and the well-being of the staff are respected.
Lionel: We found this alternative to animal leather which is corn and wood fibers. The alternatives to leather are often synthetic materials, like plastic, and we wanted to avoid that at all costs.
Also, corn is a strong, cotton-like fiber that has that stretchy feel to it and is well suited for footwear. Corn is also renewable! It is also much less water consuming than animal leather. The quality feedback from our customers is very positive.
Over time, our goal is to have a 100 iodegradable shoe. For now, our shoes are 100% recyclable, our soles are 70% recycled. We work with leaders in terms of recycling: they turn used soles into confetti that can then be reused to create new soles, it's pretty impressive.
Lionel:The nuts and bolts of slow fashion is not developing a real collection. That's what we do at Supergreen. We work a lot on pre-ordering and on small series. When we launch a model, there is some waiting time for customers, but it's worth the cost.
This allows you to completely rethink your consumption habits: you make a more thoughtful purchase that you will be more satisfied with.
Lionel: Yes, there's a timelessness to the shoe, so it's more engaging, and the customer base may be ready to adopt this new model. But from an industry point of view, pre-ordering is something that is difficult to manage, that's why we are few to do it. It's a complex system to set up, we're just starting to get there!
Can you describe to me the beginning of the Supergreen journey?
Lionel: Carole and I were doing freelance assignments alongside our first brand. We realized that there were several big problems affecting the shoe industry: inflated prices, material problems, little commitment...
One day, I went to visit a tannery in Asia, and that was the last straw. With Carole, we said to ourselves that we would start all over again.
Our project was to make the most natural shoe possible, with respect for animals, people and nature. We then worked on the design of the product, we researched materials and in particular the alternative materials to animal leather.
We discovered a material made from corn fibers, which we tested in terms of design and quality: we were won over. We launched the brand in March 2020, right at the time of the first containment.
What was the inspiration for the Supergreen shoes? Can you tell us more about involving your community in your creative process?
Lionel: Nature inspires us a lot, but there is also the age of time and our personal desires. It's very important for us to create things that are close to us. For example, I'm mostly attracted to geometric designs, square lines, structures and shapes that are quite distinctive. I try to bring that personal touch into each design.
We regularly ask our community what they would like to see: we send them questionnaires to ask their opinion, and see if the proposed models meet their needs. Each model launched is therefore first validated by our community!
You produce in the European Union. Can you tell us more about your workshops?
Lionel: We produce in Portugal, in a medium-sized factory. They are people I have known for a long time and with whom I have kept in touch. The factory has a very nice hand for the city shoe, they have a bootmaker touch in their know-how that we particularly appreciate.
We go to the workshops as much as possible to see how things are done on site. We make sure that the manufacturing standards and the well-being of the staff are respected.
Can you introduce us to some of the materials you use to make your shoes, such as plant fibers?
Lionel: We found this alternative to animal leather which is corn and wood fibers. The alternatives to leather are often synthetic materials, like plastic, and we wanted to avoid that at all costs.
Also, corn is a strong, cotton-like fiber that has that stretchy feel to it and is well suited for footwear. Corn is also renewable! It is also much less water consuming than animal leather. The quality feedback from our customers is very positive.
Over time, our goal is to have a 100 iodegradable shoe. For now, our shoes are 100% recyclable, our soles are 70% recycled. We work with leaders in terms of recycling: they turn used soles into confetti that can then be reused to create new soles, it's pretty impressive.
How does Supergreen participate in "slow fashion"?
Lionel:The nuts and bolts of slow fashion is not developing a real collection. That's what we do at Supergreen. We work a lot on pre-ordering and on small series. When we launch a model, there is some waiting time for customers, but it's worth the cost.
This allows you to completely rethink your consumption habits: you make a more thoughtful purchase that you will be more satisfied with.
Do you think this model will develop further?
Lionel: Yes, there's a timelessness to the shoe, so it's more engaging, and the customer base may be ready to adopt this new model. But from an industry point of view, pre-ordering is something that is difficult to manage, that's why we are few to do it. It's a complex system to set up, we're just starting to get there!
Also discover 7 eco-friendly outdoor brands by clicking here
