97% natural sneakers designed with the goal to be invisible to nature

Croatian startup MIRET founded by two brothers who happen to be footwear industry veterans is crafting 97% natural sneakers with the mission to offer a sustainable alternative to traditional footwear.

“We were two brothers in our 20s when we inherited a footwear factory. We have manufactured sneakers for some of the most famous high-end brands in the world. We have seen the industry from the inside and we realized that both the industry and the consumers are oblivious to the environmental damage caused by the footwear industry.”

This realization has sent Domagoj and Hrvoje Boljar, the founders of MIRET, on a 6 year journey to develop a more sustainable alternative.

The environmental impact of footwear

Fashion has a large impact on the environment and footwear accounts for one-fifth of that impact. In 2019, more than 24 billion pairs of shoes were produced, now imagine how many of them have ended up in landfills by 2022?

When speaking of environmental impact, the most environmentally damaging stage of a shoe's lifecycle is the manufacturing or even the extraction of raw materials needed to produce them. But more than that, many components of a modern shoe are produced from petroleum-derived plastics and leather which is often tanned with chromium, the fourth worst pollutant in the world. The team behind MIRET has written extensively about the topic right here.

But times are a-changing and footwear manufacturers are stepping up by seeking sustainable solutions and implementing ethical work practices. Smaller, eco-focused brands like MIRET are being given a chance and they're focusing on quality over quantity in a bid to make the industry more transparent and sustainable.

Sustainable sneakers on the mission to change the world

MIRET’s strategy is simple - it is to empower people to choose sustainability by creating and offering a sustainable alternative to classic footwear.

The biggest challenge was to get from the idea stage to the first concept as the idea was ahead of its time. There were no grants, credit lines or VC funding available for this type of product, and sustainable fashion was a term yet to be coined.

“As time passed, and we were making more and more headway towards a viable and marketable product, the public mindset was slowly but surely changing. The topics of climate change and microplastic pollution finally started to make headlines, and the whole ecosystem started to steer towards our cause. The first major positive change was the creation of the UN sustainable development goals. Soon after, public and private grants and projects started including eco-projects on the eligibility list.”

And this is how MIRET finally got its chance.

Natural sneakers that will last a lifetime

Today, MIRET has launched their fifth collection of natural sneakers - crafted with a blend of 6 plants and New Zealand wool, the brand found itself firmly positioned in the eco-premium sector with a product that’s not only produced with the maximum respect for the people and the environment, but a product that is also beautifully designed and durable. Materials such as wool, hemp, cork, tree cellulose, cotton, rubber tree and eucalyptus make up 97% of the sneaker with the remaining 3% falling to polyester thread and synthetic and latex glue in order to ensure firmness and durability as the goal is to produce a sneaker that will not only be natural and aesthetically pleasing, but a sneaker that will last a lifetime.

MIRET sneakers can be found only in their webshop and yes, they are shipping worldwide - be sure to stop by and check out why this sustainable alternative might just make it to the mainstream someday!