Kids’ footwear is a category brimming with variety. From school shoes and weekend sneakers to PE shoes, smart shoes, wellies, sandals, and trainers, the array of options is vast and pretty overwhelming! Sadly, this leads to an over abundance of footwear that is either outgrown or discarded, contributing to the broader issue of fashion waste.
However, shopping habits are evolving, with a noticeable shift towards more mindful consumption. This trend is particularly strong among parents, who are increasingly favoring locally crafted products that prioritize quality and purpose over mass production. Co-founder of Dubs Universe, a sustainable children’s brand making eco-friendly trainers shares his thoughts about the future of the industry.
Consumer Demand for More Sustainable Footwear
This shift in consumer attitudes may drive brands to rethink how they produce and market their footwear. The concept of the “circular economy,” though not widely known to the general public yet, offers a promising solution. Unlike the traditional linear economy, which follows a “take, make, dispose” model, the circular economy focuses on keeping products and materials in use for as long as possible. For kids’ footwear, this means designing shoes that are durable, comfortable, and capable of being recycled or resold—essentially, designing with the end of the product’s life in mind.
Brands like Vinted have already made second-hand clothing mainstream and valued, setting a great precedent. At Dubs, we have launched our own resale platform because we believe integrating resale into our business model is crucial for a sustainable future. By offering a platform for pre-loved shoes, we tap into a growing market and promote a culture of reusability from the start.
Educating Parents and Children
But this shift also requires an educational component, reaching not just parents but children as well. Brands can leverage their storytelling abilities to lead this change. At Dubs, we aspire to be more than just a sustainable and stylish shoe company; we also aim to be an educational platform for kids. We want to influence how children view their belongings and show them that small changes in their perception can make a significant difference. Imagine giving each pair of shoes or piece of clothing its own story and history—if these shoes could talk, they’d share tales of festivals, trees they’ve climbed and all sorts of adventures. What new adventures will your shoes embark on?
Footwear brands have the opportunity to champion sustainable behaviours through their products. Through our messaging and content we can show kids that opting for refurbished clothing, or items made from recycled materials, is not only environmentally responsible but also a stylish choice that sets them apart as the trendsetters.
Kids’ Footwear: What the Future Holds
Looking ahead, the kids’ footwear industry can further embrace material innovation and local production. As the cost of new technologies decreases, we expect to see more sustainable materials entering the market. For example, mushroom and apple leather are exciting alternatives to traditional materials. At Dubs, we’re experimenting with a leather substitute made from garden waste. Moreover, Industry 4.0 technologies, such as 3D printing, offer transformative possibilities for local production. Imagine 3D-printed soles tailored to individual foot shapes and produced locally to reduce transportation emissions. This technology not only enhances customisation but also supports local economies by minimizing the need for long supply chains.
If we continue to advocate for planet-friendly shopping options, the kids’ footwear industry will inevitably need to adapt. For us at Dubs, it’s about turning sustainability into a shared and enjoyable experience. As a brand owner, I believe we will play a key role in this transition and can help empower kids to understand the environmental impact of fast fashion. We can continue designing cool and desirable shoes, but ‘new’ doesn’t have to mean straight from the factory—it can mean ‘new to them.’ With the increased availability of bio-based materials, I believe we are on the brink of an exciting evolution in this industry.
***
Article contributed by Stuart Davis – the co-founder and CEO of Dubs Universe, a sustainable footwear brand making cool, super comfy trainers for children from planet-friendly materials.
