Retailer schuh collaborates with London-based Are You Mad to repurpose post-consumer waste into functional store fixtures, enhancing their sustainability efforts.
In a significant move towards sustainability in the fashion footwear industry, retailer schuh has partnered with London-based Waste Design Studio, Are You Mad, to creatively repurpose post-consumer waste into functional store fixtures. This collaboration exemplifies schuh’s dedication to reducing waste and promoting a circular economy by transforming discarded materials into innovative display elements and donation bins.
Central to this initiative is schuh’s ‘Sell Your Soles’ program, which encourages customers to donate their unwanted footwear in exchange for store vouchers. This approach not only gives old shoes a second life but also aligns with the company’s broader sustainability goals. Through its partnership with Are You Mad, schuh aims to enhance these efforts by converting various waste materials, including outdated shoes, returns bags, and pallet wrap, into practical and visually engaging store components.
The process involves meticulous planning and craftsmanship by Are You Mad’s Certified Wastemen team, who have worked at their East London studio to deconstruct over 600 pre-loved shoes. Helen Kirkum, a noted British footwear designer with a focus on sustainable practices, has played a crucial role in this project. She reassembled the deconstructed components into vibrant, textured panels that serve as the foundation for the donation bins.
Furniture artist Charlie Boyden utilized Kirkum’s panels to create ten unique, handmade donation bins. These bins were built using recycled plastic materials, including polystyrene, reflecting a commitment to sustainability throughout the manufacturing process.
Additionally, the Brighton-based studio Weez & Merl produced shoe risers made from 2.5kg of recycled LDPE plastic sourced from schuh’s discarded pallet wrap and returns bags. Each riser features a distinctive marbled design, ensuring that no two pieces are alike.
The newly designed donation bins and shoe risers have been installed in selected schuh stores across the UK and Ireland. Locations include prominent stores such as Oxford Circus, Stratford, Westfield White City, Bristol, Manchester Market Street, Metro, Belfast, Newcastle, Liverpool ONE, and Glasgow Fort. This initiative marks a significant step forward in schuh’s ongoing commitment to sustainability and innovative design in the footwear retail sector.
Source: Noah Wire Services
