Issue link: https://viewer.e-digitaledition.com/i/984827
THE FOOTWEAR EYE 8 • Footwear Insight ~ May/June 2018 footwearinsight.com W hile not new, veganism is evolving in the consumer mindset. In the past, "vegan products were perceived as cheap or low-quality goods," says Yetzalee Mazza, marketing director for Jambu. "In the world we live in today, people have awoken to environmental consciousness and living healthier lives (as in not eating meats), so naturally vegan products now fall into their lifestyle." The footwear firm currently has an array of vegan-friendly styles, mainly in the JBU and JSPORT brands, in which no animal byproducts are used. "The quality of faux leather and textile materials today are so rich and durable, not to mention easy to care for," Mazza explains. In marketing the shoes, Mazza notes that Jambu does not mix vegan and non-vegan shoes in photo shoots and the word "vegan" is used in the style name of shoes. There are plans to launch vegan handbags and employ vegan-centric social media and e-mail campaigns, thanks to momentum in the category. Meanwhile, Merrell has 50 vegan-friendly footwear styles in which no animal byproducts are used and are crafted from 100 percent synthetic materials. Consumers can search for vegan styles on the Merrell website and complying offerings have a vegan icon. O Going Vegan, Feet First MATERIALS CHARITABLE Merrell's vegan Vapor Glove Jambu's vegan JBU Luna Sandal W ayne Elsey, the founder of Soles 4 Souls, has created a new organization, Sneakers4Funds, that allows retailers to collect slightly used athletic foot- wear and in return receive payments for local charities they support. The organization provides retailers with a starter kit, which includes display boxes to collect gently worn, used and new athletic shoes, along with 52 pre-paid shipping bags so retailers can make weekly shipments to the fund- raising group. "This is a great way for retailers to give back to their local communities and specifically to charitable groups they work with," Elsey says. After collecting the shoe shipments from retailers, Sneakers4Funds sends the retailer a check payable to a local charity of its choice. In addition to supporting the charity, the Sneakers4Funds program allows retailers to run a "feel good, engaging promo- tion for its store, offer trade-in incentives and create positive public relations in their local communities," Elsey adds. O Retailers can learn more by e-mailing: asap@sneakers4funds. com or visiting: www.Sneakers4Funds.com. Giving Back with Sneaker Donations Sneakers4Funds supplies a starter kit.