Why choose sneakers?
SNEAKERS, FAVORITES OF THE 2000S
They are in everyone's mind, in every wardrobe. Over the years, sneakers have become the favorite shoes of Mr., Mrs., teenagers, and even more and more of the oldest populations. They now represent more than 50% of sales in the footwear market. Once reserved for athletes, then popularized in the 1980s with the advent of street culture, sales of sneakers are now constantly increasing.
Symbols of globalization and the evolution of clothing standards (coming to the office in sneakers has become standard and the suit-sneakers combo is almost a classic), sneakers are now seen as a fashion accessory in their own right. They thus attract customers all over the world, such as in the United States or China, two countries that have literally fallen into sneaker addiction. This enthusiasm, which is manifested in France by the existence of more than 200 brands, is increasing day by day. So why choose sneakers? The main reason: by mixing style and comfort, sneakers have established themselves, in the space of three decades, as the ideal shoe for asserting an elegant and casual look.
THE HIDDEN FACE OF SNEAKERS!
As with every fashion phenomenon, and like an entire industry ( often cited as the second most polluting in the world, but difficult to verify ), lulled by the waves of fast-fashion, sneakers also hide a real hidden face, dark, starting with the manufacturing conditions, too often deplorable, and the redistribution of income, scandalous. In 2016, ConsomGlobe also devoted a very interesting article on this subject . At a time when a large majority of sneakers are manufactured in Asia and especially South-East Asia, a minimal part of the added value, namely 0.40% (!), is dedicated to the remuneration of workers and their expertise. Translation: the human is relegated to the very bottom of the value chain.
So of course, brands known to the general public regularly seek to polish their image, with major communication campaigns, but you have to keep your critical mind. The facts are there: most have, for a long time, relocated the heart of their production to countries where the cost of labor is low, not to say indecent, all in order to excessively increase their margins or to over-optimize the selling price. We record sales coefficients of up to *15 (!) for some of the brands with very strong notoriety. So much the worse for the well-being of the workers, so much the worse for the planet. Just watch the documentary The True Cost , directed by Andrew Morgan, to understand the aberrations and excesses of this system, both socially, morally and ecologically.
Because yes, sneakers made on the other side of the world raise serious questions on the environmental level and on the society we want.
Is it normal to wear shoes that have traveled thousands or even tens of thousands of kilometers before being close to the end customer? Is it normal to pay workers with such low salaries despite their great know-how? Is it normal to lock ourselves into a model of overconsumption, yet so out of time?
SUSTAINABLE ALTERNATIVES EXIST!
These questions (among others) must be at the heart of our daily reflections, especially since sneakers are among the worst students in our wardrobe, mainly because of the intensive use of materials, dyes and chemicals harmful to the environment. Fortunately for the planet, alternatives exist and are multiplying with responsible brands that care about their impact. And that is very encouraging!
The MEEKO vision for example, #StepCloser , touches all aspects of our brand. From our philanthropic model to our corporate culture and the eco-design of our products, we see our brand as a means of having a positive impact on all the players who make up our project.
Each collection of MEEKO sneakers supports a project in favor of biodiversity . To do this, we partner with local NGOs acting where there is an emergency.
Our sneakers are eco-designed, 100% VEGAN and produced locally.
HAVE A POSITIVE IMPACT, EVERY DAY
Through our products and our actions, we contribute to building a more virtuous and desirable production model. It is a necessity, at a time when the fashion sector, in the broad sense, is one of the most polluting, with more than 1.2 billion tonnes of greenhouse gases emitted each year .
In this dynamic, order a pair of MEEKO sneakers is a strong gesture and a lasting pleasure, encouraging an entire industry to reinvent itself and better preserve our planet. Our conviction: we can combine style and the circular economy. It is precisely this visionary combination that embodies the future of footwear and fashion as a whole! In any case, we think so! And you ? 😉
