Premiata's Sustainable John Low Sneaker Explores Mythology and Our Relationship With Nature

80 percent of the shoe is made from renewable materials, such as old carpets or biodegradable goatskin.

Footwear
4,203 4 Comments

Italian footwear label Premiata has launched its first-ever sustainable sneaker, the John Low. It looks to understand the ways of the past and the future just like mythology does, and so has been captured in a campaign that features a tribal mask-wearing John Low creature.

This apt lookbook captures the physical John Low character wearing the immortalized sneaker, all while referencing the shoe’s raw and sustainable nature. 80 percent of the sneaker is made from a renewable material, which turns production scraps into high-performing materials such as leather and rubber.

Suede is made by the Italian tannery SCIARADA, which has a specific patent for its eco-sustainable process that looks to benefit, rather than negatively impact, the environment. The process involves recovering, regenerating, and processing waste while reducing the use of chemical products and reducing CO2 emissions, which subsequently also limits the need for excess water usage.

Elsewhere, Primiata uses LIMONTA regenerated nylon with ECONYL® yarn that’s made from post-consumer products such as fishing nets and old carpets, and uses an organically-tanned, low water consumption-made biodegradable goatskin for the shoe’s lining.

Rounding out its sustainable focus is the sole unit, which comprises a 50 percent recycled and 50 percent natural rubber composition. Finally, the box the shoes come in is made from recycled cardboard.

For the shoe themselves, Premiata has opted for a color palette of natural hues including beiges, grays and browns alongside shades of red, black, blue, purple, and yellow. The sneaker is finished with embossed information on the lightly-aged-looking midsoles, and sports an overall retro-runner aesthetic thanks to the mix of suede and nylon paneling.

Take a look at Premiata’s John Low in the campaign above, and find all the colorways on Premiata’s website now where the shoe retails for €280 EUR (approx. $330 USD).

In other news, here are this week’s biggest footwear drops.

Read Full Article

What to Read Next

slowthai Delivers "nhs" Ahead of Sophomore Album, 'TYRON'
Music

slowthai Delivers "nhs" Ahead of Sophomore Album, 'TYRON'

Revealing features from A$AP Rocky, James Blake, Skepta, Dominic Fike, Denzel Curry, Mount Kimbie and Deb Never on the project.

Dave Chappelle and Donnell Rawlings Reunite on 'The Joe Rogan Experience'
Entertainment

Dave Chappelle and Donnell Rawlings Reunite on 'The Joe Rogan Experience'

‘Chappelle’s Show’ duo join Joe for an insightful conversation.

Aitor Throup Had the Right Idea All Along
Fashion 

Aitor Throup Had the Right Idea All Along

The conceptual designer has always eschewed the frenetic fashion week schedule and big city life. Now everyone else is catching up.

Better™️ Gift Shop Pays Homage to Motown® Legend In Marvin Gaye Poplin Camp Shirt
Fashion

Better™️ Gift Shop Pays Homage to Motown® Legend In Marvin Gaye Poplin Camp Shirt

Featuring Jim Britt’s photo from the 1974 record ‘Marvin Gaye Live!’.

Take a Full Look at the NBA x Louis Vuitton Capsule Collection
Fashion

Take a Full Look at the NBA x Louis Vuitton Capsule Collection

The start of a three-year partnership with the National Basketball Association under the artistic direction of Virgil Abloh.


Travis Scott Releases Cactus Jack T-Shirt for Gucci Mane and Young Jeezy's VERZUZ
Fashion

Travis Scott Releases Cactus Jack T-Shirt for Gucci Mane and Young Jeezy's VERZUZ

Available in “2005 ONE SIZE TALL TEE.”

Pizza Hut Drops 15-Pound Original Pan Gravity Blanket
Design

Pizza Hut Drops 15-Pound Original Pan Gravity Blanket

72-inches of pure comfort.

Louis Vuitton Releases GMT Travel Clock With Tailor-Made Trunk Case
Design

Louis Vuitton Releases GMT Travel Clock With Tailor-Made Trunk Case

Merging travel with watchmaking.

Megan Thee Stallion Brings 'Good News' With Her Debut Album
Music

Megan Thee Stallion Brings 'Good News' With Her Debut Album

Featuring City Girls, DaBaby, Lil Durk, SZA, Popcaan, Big Sean, 2 Chainz, Beyoncé and Young Thug

Balenciaga Releases a $5,750 USD Track.2 Sneaker That You Can't Wear
Footwear

Balenciaga Releases a $5,750 USD Track.2 Sneaker That You Can't Wear

Unless..?

More ▾
 
We got you covered. Don’t miss out on the latest news by signing up for our newsletters.

By subscribing, you agree to our Terms of Use and Privacy Policy.