Footwear Insight

16 • Footwear Insight ~ May/June 2023 footwearinsight.com ECO INNOVATION California-based Oceanworks is a "plastic action platform." York Athletics (right) is among the brands it has partnered with. By Cara Griffin P l astics are the most common for m of marine debris. The footwear industry has a role to play, on many levels, in working to keep the ocean free of plastic. California-based Oceanworks is tackling this issue with a multifaceted approach. Described as "a global mar- ketplace for recycled ocean plastic materials and products," Oceanworks is a "plastic action platform" that partners with brands (including footwear com- panies) to measure their plastic footprint, fund plastic waste removal, find sustainable alter- natives and track supply chains from shore to shelf. e aim of the platform is to help keep the ocean clean by making it easier for brands to take action against plastic pollution. It was started five years ago after founder and CEO Rob Ianelli had started his own sun- glass brand called Norton Point that debuted the use of ocean plastics in eyewear. He wit- nessed first-hand the challenges of navigating the fragmented, disorganized ocean plastic sector. Oceanworks was founded in an effort to do something to close the gap on supply and meet consumer demand at scale. Oceanworks now provides an entire framework through a global network of collectors and recycled plastic suppliers. Guiding Principles We asked Ianelli what the main principles are that should be guiding footwear brands when it comes to eco innovation and moving towards a more sustain- able future. He says, "Brands realize the importance, both socially and economically, of taking critical steps toward creating sustainable products. While that is easy to agree on, every organization must evaluate its appetite and ability to execute against those intentions." Ianelli notes that the difference between intention and action often comes down to "prepa- ration for the process as well as preparation for navigating the inevitable barriers that will be encountered when considering or implementing sustainable prac- tices." He adds, "Advancing any sustainability initiative further than the whiteboarding stage almost always requires support at the executive level and may even demand board buy-in." For footwear brands, garnering leadership's support is particularly important when the proposed practices require changes to design, production, sourcing or the bottom-line economics. "To ensure leadership's support, it must be established as a compa- ny-wide priority and integrated into the overall corporate strat- egy," Ianelli says. "Management should also be made aware of any financial implications of a sustainability program. Whether it's a change in the cost of goods sold and any corresponding pricing changes—or simply a modification to existing procure- ment agreements or relationships, there must be full transparency. It is important to avoid surprise 'gotcha' moments that may stall or permanently stymie the initiative." OCEANWORKS TAKES ACTION AGAINST PLASTICS

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