Schuh customers are “increasingly mindful of the environmental impact of their purchases and are seeking out more sustainable alternatives”, according to the footwear retailer’s head of brand partnerships.
Speaking to fashion title Drapers, Greg Traill talked about the retailer’s Sell Your Soles initiative launched in 2019 and how it is making a difference.
The Sell Your Soles initiative offers consumers the chance to get a £5 voucher for their unwanted shoes.
Traill said through the scheme, Schuh had donated 217 tonnes of end-of-life footwear to recycling group Recyclatex between 2019 and 2023 and its donation had led to the planting of over 23,000 trees via the World Land Trust.
Subscribe to Sustainability Beat for free
Sign up here to get the latest sustainability news sent straight to your inbox everyday
Schuh is also working with second-hand clothing retailer Vintage Threads on an upcycling initiative, whereby old or faulty footwear is transformed into new items.
Traill said: “This project is serving as an initial test to gauge our customer’s interest in one-off and unique upcycled products, but we’re optimistic about the potential for future collaborations and have lots of ideas.”
On whether upcycling can be profitable, he said: “Hopefully, this collection is evidence that it can be.
“By leveraging fine skills, cool silhouettes, and intricate detailing, the VT Rework team transforms pre-loved items into coveted, one-off art pieces and fashion statements which add value to the original ‘unwearable’ items.
“By combining skilled craftsmanship and quality materials, this collaboration will offer our customers unique investment pieces at higher price points, which are built to last.”
Last year, Schuh became the latest high street brand to partner with rental platform Hirestreet to launch its first shoe collection.
