Jacob Smith’s Steaddi is revolutionizing the footwear industry with its innovative wool-based shoelace known as Woo Lace, emphasizing sustainability and local craftsmanship.

What began as a university project has evolved into a burgeoning business dedicated to addressing plastic waste in footwear through innovative products. Steaddi, a company founded by Jacob Smith, focuses on offering a wool-based shoelace alternative known as Woo Lace. The brand aims to challenge traditional fashion standards by prioritizing sustainability, quality, and thoughtful design, while simultaneously supporting the wool industry in New Zealand.

Jacob Smith, a recent university graduate with a passion for sneakers, initiated the project inspired by a combination of his academic studies and environmental concerns. Speaking to Farmers Weekly, Smith expressed, “I have always been a sneakerhead and loved the idea of completely changing shoes with something as simple as a lace swap.” His entrepreneurial journey began with a business selling shoe accessories, during which he grew increasingly aware of the excessive use of plastic in products and packaging, prompting him to create a sustainable alternative.

The Woo Lace is positioned not only as a practical shoelace but also as a symbol of commitment to sustainability and local craftsmanship. Smith stated, “Looking past its functional purpose, the Woo Lace serves as a symbol of commitment to sustainable practices and support for the wool industry.” Through this product, he aims to transform footwear aesthetics and initiate discussions around the importance of ethical material sourcing.

Production of the Woo Lace is entirely based in New Zealand, with wool sourced from Wellington. Knitting occurs in Tauranga, while tipping and dyeing processes take place in West Auckland. Smith, who is 21 years old, has a background that connects him to the food and fiber sector, having spent a year on a deer farm and being influenced by his family’s history in the wool industry. His grandparents sold wool carpets, and his grandmother was an avid knitter, which contributed to his understanding of wool’s significance.

Smith’s experience studying Industrial Design at Auckland University of Technology (AUT) was instrumental in shaping his vision for the product. He explained, “My university studies of Industrial Design at AUT provided an avenue to delve deeper into material-driven design, particularly exploring the potential of strong wool.” After 13 months of securing funding and suppliers, Steaddi launched its first Woo Lace collection in December 2024, which features laces dyed with natural materials such as bok choy, onion skins, and red cabbage.

Smith has received support from various industry professionals and educational staff at AUT, as well as his family and friends, which he credits for facilitating the product’s market entry. “I was fortunate to receive substantial support from industry professionals, educators, and my funding team, which expedited the process,” Smith recalled. He emphasized the importance of local production: “It was incredibly important to me to make everything here in New Zealand and with as many materials from NZ as possible.”

Currently, Steaddi produces products in limited collections, allowing for unique and exclusive color offerings that reflect customer preferences. Smith noted, “This approach enables us to gather user feedback and adapt our color offerings to meet consumer preferences.” The first collection is nearly sold out, and a second collection is set for release in late April.

As the sole full-time member of Steaddi, Smith described his entrepreneurial venture as still evolving. He said, “Although we have launched, it doesn’t mean the business setup is over.” The company aims to foster community engagement and expand its reach among young adults, focusing on the significance of supporting local wool.

Smith emphasized the collaborative nature of building his business, stating, “The venture thrives on the unwavering support of AUT, my family, friends, and suppliers. I firmly believe that building a business is a collective effort.” The Woo Lace, which is 100% biodegradable, is available for purchase on the official website and at the AUT Shop, priced at $14.99 per pair.

Source: Noah Wire Services