NEWS For a responsible shoe print - Tamaris expands its leadership in vegan fashion shoe market T
his completely vegan boot made of recycled materials will star in the upcoming 2022 autumn/winter collection. It looks almost exactly like real leather. The innovative BLOOM ™ material in the sole of this pair of boots results in 77 litres of water being cleaned and returned to the natural environment, and 42 m³ air cleansed of carbon dioxide.
Leadership in the vegan fashion shoe market
The Tamaris brand continually sets new milestones on its mission to create a more sustainable shoe print. A large part of the collections is made with materials that are not sourced from animals. For the upcoming autumn/winter season, Tamaris will double this amount to extend its market leadership in the vegan brand name shoe segment. The Tamaris sustainability campaign motto “WE DO OUR BEST” takes steps towards a more responsible shoe print. Production focusses on innovative, sustainable materials, characterised by a better environmental footprint. Vegan products are not generally associated with sustainability issues, yet many consumers see them in this light. Ethical aspects such as animal welfare and resource usage are at the heart of the philosophy. This inspired Tamaris to gradually increase the percentage of vegan models in its product range. Worries about climate change and the environment are widespread, influencing our attitudes and behaviour. Society is becoming increasingly accepting of a vegan lifestyle in all its aspects, not just those associated with nutrition. Products free of animal materials are also being used to an increasing extent in textiles and shoes - a market segment appealing to a generation more aware of contemporary issues.
Tamaris has implemented these changes and has stepped up usage of recycled and more sustainable materials in its collections. After the pre-production phase, a large part of the collections is now produced entirely without animal materials. This is a big step forward for the brand, involving large-scale preparation to ensure 100% vegan production in all required material and production areas. Compared to the previous season, twice as many vegan models are included for autumn/ winter 2022 and will be on sale in various collections. Tamaris has pushed ahead and expanded its market leadership in the vegan segment. “Our vegan shoe models are clearly
4 • FOOTWEAR TODAY • MARCH 2022
labelled as such. Jens Beining, CEO at the Wortmann Group explains the transparency required by the procedure. Customers can be sure that the shoes are reliable and that no animal materials are used by having each model undergo an external certification process at the PFI.
Testing and Research Institute in Pirmasens.
Tamaris is conducting tests on innovative materials characterised by an improved ecological balance to further improve product sustainability standards. In addition to recycled polyester, BLOOM ™ - an algae based organic mass - will continue to be used in shoe soles for the coming 2022 autumn/
winter season. “When algae reproduce in an uncontrollable way, they become a huge environmental problem. The soles in the sustainable TAMARIS GREENSTEP range are made with a certain quantity of BLOOM™, an innovative technology in which excess algae are heated and transformed into liquid resin. The impressive effect can be seen in our boots. Beining explains the ecological benefits of the new material: Thanks to BLOOM, 77 litres of water can be cleaned and returned to the natural environment, and 42 m³ air cleansed of carbon dioxide”.
David Coles, Tamaris UK IRL country manager
David.coles@
tamaris.com Tel 07810 560885
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