Forget the opulence of fashion shows and the ephemeral diktats of catwalks
The real fashion revolution is silent, concrete and is called Vibram. A name that, for decades, has tackled the most impervious peaks and the most beaten roads on the planet with its iconic soles. However, today, Vibram goes further, becoming the standard-bearer of a new paradigm: sustainable fashion. Repair, reuse, recycle: it is not just a mantra, but a concrete commitment that translates into tangible actions. The network of expert shoemakers, spread throughout the territory, offers new life to worn-out shoes, elevating repair to a noble art and a gesture of responsibility. ‘Open’ soles, accessible to all, pave the way for a collaborative and inclusive business model. Vibram does not just follow trends, it anticipates them. The use of recycled and biodegradable materials, as in the Vibram Ecostep Recycle created in 1994, well before the sustainability boom, is proof of this. Collaboration with brands and the ‘Repair if you care’ campaign are just a few examples of how the company is weaving a network of awareness, educating consumers to make more responsible choices. Vibram
doesn’t just sell shoes, it sells a future. A future in which fashion is not just ephemeral vanity, but an expression of deep respect for the environment and for people. A future that, step by step, already fits our feet. Valeria Tobia, Marketing Coordinator Vibram, tells us about it in this interview.
Lineapelle is always a stage for innovation. What surprises did you keep for us this year?
“At this first edition of the year we wanted to launch a new concept, namely ‘Layer of Performance’. It’s a layer of ‘performance’ that we apply to three different types of products. We aim at conveying this concept: Vibram has created this new solution to achieve top performance, lightness, with the minimum possible thickness. Simply put, you get the same result with a much thinner and lighter sole, without sacrificing performance. Starting from this ‘Layer of Performance’ concept, we turned our gaze to one of our most important technologies: Vibram Litebase Technology. We asked ourselves: why not make this layer even thinner? So here is a specific technology for the outdoor world: a best-in-class fabric molding. This is Litebase technology which makes the product extremely thin and light, combined with the Megagrip Compound which guarantees grip and durability. We then applied the same technology to the Wrap Sole concept. In previous editions, we had already presented this new concept: a non-rapped sole that is wrapped onto the upper. This eliminates the need for trimming, creating a product with a distinctive aesthetic that also offers side protection to the shoe and reduces waste. In other words, we create a 100% Vibram product that can be applied directly to the shoe. Here we introduce the concept of Vibram Sole System, an all-in-one-solution consisting of midsole and tread.”
How exactly did you develop this concept of Layer of performance?
“We developed this concept of Layer of performance in a minimalist way. With the launch of FiveFingers, we were the first to introduce the barefooting concept. We brought this concept back to soles, extending into our three products One Quarter, Furoshiki and FiveFingers also for the B2B and sole world. In the One Quarter, in particular, we use a molding with an even lighter compound, called GUMLITE, a smooth, light compound.”
Can we consider this a trend?
“Certainly, it is an undeniable trend. Several brands still offer the classic trainer, with a chunky but lightweight design. At the same time, however, the same brands are exploring the barefooting concept, as seen with Balenciaga. These are not two opposing trends, but rather alternatives that coexist. Barefooting offers an interesting alternative that intrigues and inspires.”
Sustainability is not just a passing trend, but a compelling necessity. For you, what role does it play in your business model?
“Sustainability has always been a hot topic for us. As far as the concept of ‘wrap’ is concerned, as we have said, it is about avoiding trimming the sole and minimising waste. In general, sustainability is a commitment that permeates all our processes. We develop sustainable compounds: in our catalogue we have Ecostep Natural compound soles, made with over 90% natural ingredients, while maintaining the standard of quality, grip and performance that distinguishes Vibram, and the historic Ecostep Recycle. In addition, we have developed midsoles in organic Eva: we offer the end consumer a 100% natural product. Research and development in this field is continuous: at the last edition, we presented Morflex Natural, another product with a different composition, but still natural. We also carry out communication projects related to sustainability, such as the repair project.”
Repairing is a hot topic in the fashion world. Do you have an innovative approach in this field? Can you tell us more about it?
“Vibram has always been involved in the world of repair. The role of the shoemaker is evolving and the trend of second hand and repair is growing rapidly. In 2020 we decided to give greater visibility to this commitment with the ‘Repair if you care’ project. The claim is simple: if you care about the environment, your passion and your shoes, repair them and give them a second life. The communication campaign is not limited to repair per se, but has a broader scope. It is about educating the consumer not to throw away and to reuse, in all areas. In the lifestyle world, in running and trail running, repair is widespread. The uppers and midsoles of these shoes can last a long time, even after many kilometers of running. Furthermore, with our Vibram Innovation Lab, a traveling laboratory, we take part in the most important sporting events. We have been pursuing this message with enthusiasm from 2020. Initially as a communication campaign, then with events dedicated to the trainer world to involve a younger target group. We show how shoes can be repaired, customized and give life
to new styles.”
You have already made important collaborations, what are they?
“With Clarks, for instance, we have carried out really interesting projects. We also participated in Sneakerness in Amsterdam and Paris, one of the most famous events dedicated to the Sneakerhead community. All projects focused on reuse, in line with our philosophy. We have been collaborating with several brands since June 2023 and the thing that surprised us most was their enthusiasm in joining the project. Vibram is recognized for its great knowledge and heritage in the sector, as well as for its widespread and well-prepared network of shoemakers.”
Your cobbler network represents a truly unique service. How does it differ from the alternatives on the market?
“With the ‘Repair if you care’ campaign, we moved from B2B to B2C, directly intercepting the end consumer with a clear message: ‘Repair’. We already had a network of shoemakers, which we are further developing and training. The shoemakers realized that broadening their skills and the variety of soles available, specializing in different segments, allows them to become true consultants. Most of them saw an increase in their business simply by differentiating their offer. Vibram, which had already anticipated this trend, developed ‘open’ soles, not exclusive but accessible to all, specific to each sector. Starting this year, we are also developing a resole service for mountaineering boots. Furthermore, in collaboration with the Spanish trail running brand NNormal®, we have started the ‘Repair if you care’ program also with footwear brands. in 2024, we are planning collaborations with other very interesting brands, ranging from mountain biking to more lifestyle concepts. In addition, we organized a brand running event with the brand Sportler on the occasion of the opening of a recycling hub. For us, it is an important opportunity to dialogue with both the sales force of the chains and the end consumer. We trust that collaborations with brands will give us even more visibility, because each of them will speak to their own community. There is a wide openness on the part of the brands, which in this way are responding to a consumer need. We offer them the solution.”
How are you making your cobbler network accessible to the end consumer? Do you plan to create an online platform or a dedicated app?
“The information is easily available on our website, in the section Cobbler Locator.”
How does your focus on sustainability influence your philosophy?
“Sustainability is a core value for Vibram, and we demonstrate this with a series of concrete initiatives. The first Ecostep Recycle was developed in 1994, well before sustainability became a trendy topic. This shows that the company has always had this issue at heart. We do not want to be greenwashing, and we know that it is not possible to be 100 per cent green. However, we are committed to doing our utmost to reduce our environmental impact.”
