Premiata's Sustainable John Low Sneaker Explores Mythology and Our Relationship With Nature
Italian footwear label Premiata has launched its first-ever sustainable sneaker, the John Low. It looks to understand the ways of the past and the future just like mythology does, and so has been captured in a campaign that features a tribal mask-wearing John Low creature.
This apt lookbook captures the physical John Low character wearing the immortalized sneaker, all while referencing the shoe’s raw and sustainable nature. 80 percent of the sneaker is made from a renewable material, which turns production scraps into high-performing materials such as leather and rubber.
Suede is made by the Italian tannery SCIARADA, which has a specific patent for its eco-sustainable process that looks to benefit, rather than negatively impact, the environment. The process involves recovering, regenerating, and processing waste while reducing the use of chemical products and reducing CO2 emissions, which subsequently also limits the need for excess water usage.
Elsewhere, Primiata uses LIMONTA regenerated nylon with ECONYL® yarn that’s made from post-consumer products such as fishing nets and old carpets, and uses an organically-tanned, low water consumption-made biodegradable goatskin for the shoe’s lining.
Rounding out its sustainable focus is the sole unit, which comprises a 50 percent recycled and 50 percent natural rubber composition. Finally, the box the shoes come in is made from recycled cardboard.
For the shoe themselves, Premiata has opted for a color palette of natural hues including beiges, grays and browns alongside shades of red, black, blue, purple, and yellow. The sneaker is finished with embossed information on the lightly-aged-looking midsoles, and sports an overall retro-runner aesthetic thanks to the mix of suede and nylon paneling.
Take a look at Premiata’s John Low in the campaign above, and find all the colorways on Premiata’s website now where the shoe retails for €280 EUR (approx. $330 USD).
In other news, here are this week’s biggest footwear drops.
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