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NEWS


Ethical Entrepreneur’s Recycled Tyre Flip Flops Regenerate African Community Rebecca Gray


employs 20 people and hopes to employ a hundred by the end of 2012, creating a positive effect on the Maasai community in what is currently a 40% unemployment rate in Kenya. Rebecca Grey founder of Fresh Cargo said, “All


components of our recycled flip flops are sourced locally, I am a great believer in trade not aid and hope that national UK retailers will help me in my vision in creating further employment within this community”. While visiting Kenya and meeting with Maasai


Treads founder Fareed Khimani and the Maasai community Rebecca Grey the founder of Fresh Cargo saw an opportunity in modernising the “Akala” a sandal worn by the Maasai community. Rebecca Grey also said, “When I met the


Maasai team there were four people supplying local stores and tourists in Kenya, the flip flops were raw in design and not very female friendly. I knew with the right design and colours these


Rebecca Gray a 26 year old ethical


entrepreneur and founder of Nottingham based fair trade fashion and green products company Fresh Cargo, has re-invented a hundred years of Maasai Warrior sandal making in order to support the Maasai community and globalise recycled tyre flip flops. The new line of recycled flip flops has recycled


tyre soles, 100% hemp uppers and will be available from May onwards through independents, Viva La Diva on line and www.freshcargo.co.uk. Currently the project


recycled flip flops could become a global success and employ hundreds of people offering a sustainable business for the community, so we created a partnership”. The project took 12 months of planning and


testing to ensure the recycled green product could reach the standards of non recycled products, Fareed Khimani founder of Maasai Treads said, “With Fresh Cargo’s support we have created a product that our team and community are very proud of” Alongside the positive impact of the project for


the planet and Maasai community 5% of the sales of Fresh Cargo Maasai Treads will be donated to the Born Free Foundation. The Foundation saves orphaned big cats, great apes and elephants and provides their food and care. Fresh Cargo Maasai Treads Flip Flops are


available in men and women designs and priced at £22 retail in navy, pink, black, chocolate and purple.


1. Rebecca Gray is one of the youngest ethical entrepreneurs (aged 26) in the UK and foundered Fresh Cargo when she was 24 years of age.


2. Maasai men over the centuries developed the craft of sandal making using cow hide, this footwear is called Akala.


3. The Maasai population has reported as numbering 840,000 in Kenya in the 2009 census.


4. The protection of animals in the wild in the seventies against poaching and unnatural death has seen the move from animal hide to tire treads for Akala production by the Maasai community.


5. An average tyre will run for 35,000 miles, a recycled tyre sole could cover 20,000 miles before becoming fully worn.


6. Maasai Warriors in 2008 ran the London Marathon in recycled flip flops to raise money for their community.


7. 5% per cent of Maasai Treads annual profits go towards The Born Free Foundation


Jan Parry from Wales elected President of The Society of Shoe Fitters. Jan told Footwear Today: “It is a


very great honour for me to have been elected President of The Society of Shoe Fitters. I hold the Society in very high esteem for all the hard work it has done over many years educating the footwear industry and public. The wealth of knowledge and expertise held by the members of the Society is truly impressive. The Society was extremely


important to my husband and myself when we bought a long established shoe retailing business in 2001 with very little knowledge of shoes and even less on fitting shoes correctly.One of the first things we did was to enrol on the SSF course. It was of invaluable help. We gained knowledge on footwear and fitting as well as the confidence to deal with customers. We now have a business that customers are


8 • FOOTWEAR TODAY • JUNE/JULY 2011


prepared to travel distances to for the services we provide, and this in turn has enabled us to survive the difficult economic times. “We cater for the family and have


two shops, a large children’s business in Pembroke Dock selling Clarks, Start-rite, Hush Puppies, Geox, Agatha Ruiz del la Prada and Garvalin, and in 2006 we opened a shop in Narberth selling only adult shoes. Both shops adult selection includes Clarks, K’s, Josef Siebel, Hotter, Reiker, Romika, Lotus, El Naturalista, Caprice, Dr Martens, D B Shoes, Barkers, Loakes, Anatomica, Crocs and Fit Flop. It is good to know that many of the brands we deal with are Associate Members of the Society, but I am hoping those who are not, will join us soon – it will benefit them as much (if not more) than it does the SSF, and for the price of two tanks of diesel!


“As most of you know, it is not an


easy time for the independent shoe retailer. Customers seem to be getting more difficult and probably have less to spend, prices are increasing, suppliers are keeping less stock, and we retailers are trying to keep everyone happy. On the other hand we have some great customers, parents who rely on our knowledge to protect their children’s feet, elderly people with foot problems, workers on their feet for long periods and just people looking for quality shoes who come back season after season andare so grateful for our service that it makes us feel it really is worthwhile. “If you would like to be more


involved, need our help, or have any information or service you would like to share with us, we shall be pleased to hear from you as the SSF relies on its members and voluntary


Jan Parry


Council. I believe that the future health of the nations feet will be closely linked to the future of the SSF and I shall do my very best to increase support, awareness and membership of the Society and hope you will help too.


www.shoefitters-uk.org/ www.footweartoday.co.uk


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