A sneaker made of cactus leather, with a corn waste lining and a recycled rubber sole: Generation Gaja produces high-quality fashion sneakers and boots for both men and women. With up to ninety percent recycled materials and one hundred percent PETA vegan, it is also the most sustainable Dutch shoe brand.
The G of gamechanger
The brand name Generation Gaja was not chosen randomly. In Greek mythology, Gaja is the mother of all life, the goddess of the earth. A beautiful name for a sustainable shoe brand. The double G logo refers to the recycling symbol and to the infinite sign of the circular economy. Because that’s where we have to go, says creative director Rob Willems, who got into this business himself thanks to a family history spanning seventy years. “The idea that you can start a movement together really appeals to me. A generation G, where the G stands for global, green, gamechanger and giving – giving something back to the earth. And for groovy, the style we want to propagate.”
From cactus plant to shoe
From chunky sneakers to cool lace-up boots, Generation Gaja’s collection contains hip styles for both men and women. Shoes with character, each made from waste. “We use apple and cactus leather, but also recycled cotton from old T-shirts and jeans for the outside of the shoes. The backing is made of recycled cotton or polyester and the lining is made of corn waste. All soles are made from recycled rubber and some of them are made from seventy percent sugar cane.” Generation Gaja is a shoe brand with a mission: to empower people to help clean the planet. Not in a moralistic way, but with stylish fashion that allows people to be themselves.
Sustainable concept stores
Generation Gaja now has thirty-five points of sale in the Netherlands, mainly concept stores and sustainable fashion stores, such as Lykke in Amsterdam. Willems: “These entrepreneurs present a representative image of our brand with about ten models, one pair per size. The other sizes are available from stock, so there are no major financial risks.” A partnership has been entered into with the Bos Group for stock management and logistics. PI Marketing takes care of the marketing for Generation Gaja. “I believe in a network organization, by working together with companies that have much more experience in these areas and that suit us in terms of standards and values.”
The future is circular
The stock is linked to the B2C webshop and the B2B portal of Generation Gaja via the Bos Group. And also to platforms such as Zalando and About You, which ensures an international reach. The brand is also sold at the Finnish fashion chain Halonen. Willems says about the future ambitions: “Behind the scenes we are now conducting research into how we can take the next step towards a fully circular production process. Education and research are very important in this regard. No matter how small we are as a start-up company, we always have interns walking around and a collaboration with art academies for graduation projects on circular fashion is imminent. Producing no more waste is the ultimate goal.”
Curious about the new Generation Gaja collection? Get to know the sustainable shoe brand at The Sustainable Stop during the Modefabriek on 10 and 11 July 2022.
Source: fashionunited.nl by fashionunited.nl.
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