A new London-based sneaker brand has emerged on the market and gained traction for its colorful designs, commitment to sustainability and circular initiatives.
Dubbed Good News, the brand is the brainchild of two fashion industry veterans – Nia Jones and Ben Tattersall – who earlier held various sales roles in the industry and were exposed to all the waste the apparel businesses tend to produce. Good News is their answer to all those industry pitfalls – its aim being to ”bring the world a little bit of good news.”
The brand’s sneakers stand out for their signature chunky soles (made from recycled rubber tyres) and colorful uppers crafted from organic cotton. Even their footbed is an environmentally friendly formulation: Airfoam ECO 20. It contains bio-oil from castor beans, which substitutes for the petroleum traditionally used in polyurethane foams.
A lot of inspiration is taken from 70’s style and sports such as baseball. ”Seventies-inspired bold colors is at the essence of what we do”, says Nia and Ben, who have built their business on ”ethical product monitoring, a carefully managed supply chain and collaborations with charities.”
At its start, Good News quickly gained a network of leading stockists including Shopbop and Le Bon Marché, which were said to respond to the brand’s honest approach. Today Nia and Ben are focusing on growing their own retail channels, both online and offline, in order to have control over the entire supply chain. A new range of premium styles and new categories (starting with t-shirts) are also on the roadmap.
The brand also aims to incorporate more charitable elements to its work and has established the charity Good Luck Shoes – through which they donate unwanted and faulty footwear to homeless and refugees, such as the immigration centre in Italy. Certainly sounds like good news, if you ask us.
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