Yatay

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We all have a soft spot for shoes. Think about it: nobody in the history of humankind has ever gotten cranky about receiving a good pair of shoes as a pressie. What we think would make this gift even greater, though—for us here at EME, anyway—would be knowing the shoes were sustainably made with quality materials, and that the gift giver didn’t waste their money on a pair that would last us a whole of two months.  

If, however, we saw Yatay on any of the packaging, we’d snatch that parcel out of their hands quicker than they could say “Ethical Made Easy.” Yatay is on a mission to make going green cool, and with shoes like theirs they are steadily on their way. Yatay’s footwear is produced in Italy using manufacturing processes that have as little of a negative environmental impact as possible, and they’re trying to prove that “sustainable” and “high quality” do not have to be mutually exclusive terms when it comes to footwear.

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If that wasn’t enough for you, here are five more reasons to back this insane brand:

  1. The box the shoes come in is made from five plastic water bottles, which has 90% less of an environmental impact than the standard shoebox.

  2. The lining in Yatay’s shoes is made from recycled polyester and waterborne polyurethane. Using recycled rather than new polyester cuts 80% of the CO2 emissions, and also produces a soft and breathable lining. On top of this, all dyed used contain non-toxic colouring agents.

  3. The soles of their shoes are completely biodegradable as they are made from bio-derived polyurethane and two green bio-plastics acquired from industrial waste.

  4.  The upper is made from a faux leather fabric acquired from recycled raw materials and Bio Polyols. The toecaps and buttresses are made with an organic cotton base treated with a water-based, solvent-less technology. The laces are made from Italian hemp, as it is a low water and land-requiring crop.

  5. For every pair of Yatay shoes sold, one tree is planted through One Tree Planted in an effort to fight deforestation around the world.

Yatay’s shoes are made entirely of eco-friendly, Peta-approved vegan materials, and have been called “The Freshest White Trainers For Spring” and “The most stylish sustainable sneakers for a smaller carbon footprint.” Don’t believe that a sustainable sneaker brand can be luxurious? Head over to the Yatay website to be proven wrong.


SHOP YATAY HERE


Behind the Brand: 

An interview with Umberto, the founder of Yatay.


What made you start Yatay?
Three years ago, I realised that if I wanted to buy a sneaker I was forced to choose between quality and sustainability. At that moment no brand was offering a product embedding the two. Together with my brother I decided to create Yatay to prove that “Made in Italy” and contemporary design can coexist while still respecting the environment.

What has been the most challenging thing you have uncovered since the beginning?
Our greatest challenge has been finding the best supplier for every single component of the shoe. A sneaker is indeed composed of not only upper, lining and sole. There are so many details in it. Our mission has been ensuring that all of them were sustainable. Mission achieved.

Within the ethical fashion community, there's a big question that we ask which is 'who made my clothes?'. In the scope of Yatay, who made your footwear? Can you tell us a bit about them?
When we had to outsource our factory work, we knew we wanted a partner that ensured a living wage and safe working conditions. So many clothing manufacturers today do not mind their workers’ rights and needs and in any way we would have been that kind of company. We therefore appointed a family run company based in the Italian region of Marche with twenty years’ experience in the footwear industry.

Why did you pick the fabrics or materials that you have chosen to work with?
I’ve set up an R&D team within Coronet specifically for this task. Coronet has been the leader for 51 years now in the production of highly advanced footwear materials and had previously developed eco-friendly fabrics. It just came naturally to me to move forward with conceiving a new sustainable fabric for the shoe’s upper that had a nice look and feel.

Best piece of advice you have ever received?
Don’t give up what you want most for what you want now.”

What is something others wouldn't know about starting an ethical business that you think they should?
In fashion it implies much more time than a standard one. But gives proportional satisfactions.

One tip you'd give to others who are wanting to start their own business?
Be persistent. When knowledge and ability aren’t enough, be persistent.

Where do you envision Yatay in the future?
We’d like Yatay to be part of the “Green Revolution” in the fashion industry. Not only in terms of aesthetic and production, but also for what concerns the lifestyle. Our main goal is that to prove that brands are nowadays able to achieve a genuine synergy between luxury and sustainability.

What or who inspires you to do what you do on a daily basis?
Being one of the main promoters of the green revolution of our generation.

Do you have a morning routine? If so, what is it you do to set yourself up for the day ahead?
I work out four times a week at 6am. It gives me energy and motivation for my workday.

One book everyone should read? Why?
Eating Animals by J.S. Foer. We know something is wrong with how completely estranged we are from the process that turns animals into product. We have that general feeling and we don't want the specifics and don't want to face being held accountable for what we know. The fact that someone decides to unveil what’s really happening within the production processes when everyone else is doing what they can to cover it up prompted me do my own bit.

One documentary everyone should watch? Why?
Netflix’s “The True Cost”. It gives you a totally unusual point of view of the fashion business.

Are there any other Movers & Shakers out there in your world that you think people should know about?
Livia Firth and Stella McCartney, pioneers of my mission: making sustainability cool.


SHOP YATAY HERE

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