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It is very pleasing to know that more and more companies are beginning to understand the importance of going green in product development as a way of showing concern to our environmental problems. Converse is the latest to make an effort towards sustainability, announcing its “Renew Initiative” that will use recyclable jeans and plastic bottles in its iconic Chuck Taylor All Star and Chuck 70 sneakers.

The first release is July 5, 2019 with Converse Chuck Renew Canvas that are made from 100 percent recycled polyester that came from used plastic bottles. Converse says the Renew canvas has “the same feel and look as traditional Converse canvas, except now made from 100 percent recycled polyester that came from used plastic bottles.” In August 2019, Converse will release Chuck Renew Denim, a one-of-a-kind Chuck 70 sneakers that will utilize denim jeans that have been diverted from landfills and the last installment which is expected to be available in stores in early 2020 will be the Chuck Renew Cotton, manufactured using a proprietary process transforms cotton canvas waste from the manufacturing process to create a composite 40 percent recycled cotton with polyester to form a new yarn. 

The Renew Initiative project began four years ago when Brandon Avery, head of Converse’s innovation lab, the Converse Concept Creation Center (“C4”), decided to push the Chuck’s possibilities further. The brand had long considered and promoted the Chuck Taylor as a blank canvas, something that the wearer battered, customized and cherished over time. Avery had a fresh twist on that idea. He asked 25 Converse staff to hand over an old item of clothing they no longer wanted but was rich in emotional resonances; unraveling sweaters, sentimental dresses, paint-splatted sweatshirts.

According to Geoff Cottrill, vice president and general manager of Converse, Converse sells more than 270,000 pairs of Chuck Taylors a day. – that is roughly 100 million pairs of sneakers in a year. Under this Renew Canvas program, a pair of Chuck would be needing 11 plastic bottles. Just run the numbers how many plastic bottles would be recycled in this initiative.

Kudos to Converse…

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