Bags / Shoes & Accessories

Recently, golden goose, an Italian luxury footwear brand, announced that it would cooperate with Coronet spa, an Italian family leather company and the parent company of pure leather sneaker brand yatay, to create a sustainable innovation platform to develop materials and manufacturing processes with low impact on the environment.

At present, golden goose has invested about 1.2 million euros to acquire 40% equity of coronet. Coronet will hold the remaining 60% equity and invest 1.8 million euros in production facilities and employees.

Cooperation combines golden goose's understanding of consumers with Coronet's cutting-edge technology to create innovation with positive social and economic impact while maintaining a minimum environmental footprint. They also said that this cooperation will help to carry out continuous exploration, directly verify golden goose products in the market and collect consumer feedback, so that the company can make innovative progress.

Founded in Milan by Enrico De Marco in 1967, Coronet is a research and development company specializing in the research and production of plant-based leather substitutes that use bio based, recycled materials and animal free ingredients. In 2018, Enrico's son Umberto De Marco founded the zero cruelty pure vegetarian sneaker brand yatay.

The name yatay was inspired by Butia yatay, a jelly palm often seen in Brazil. The palindrome structure of "yatay" also reflects the recyclable goal that golden goose has always adhered to. Last May, Umberto De Marco said: "as a sustainable brand, a very important thing we need to do is to clearly convey our values and messages."

"When consumers see our products, it's like seeing luxury leather sneakers. Everything behind the products is not clear, and our job is to explain the products in a cool way, a subversive way, a way that competitors don't have." He said.

Yatay B, the material for making yatay sports shoes, is a bio based polymer extracted from plants. Its components are recycled polyester and biodegradable rubber. Compared with leather, yatay B reduces carbon dioxide emissions by 90% and water consumption by 65%.

It is reported that the two sides will set up a R & D center in Milan by the end of 2022. Another highlight of this cooperation will be the launch of a new pure leather sneaker, yatay model 1b. This shoe is made of yatay B material. The white y word of the shoe body extends from one side to the other, symbolizing the concept of circulation. The white shoelace is made of recycled cotton and polyester fiber.

In addition, the biodegradable sole of yatay model 1b is made of hand carved printing. Each pair of shoes is unique and carries the classic logo of golden goose.

Yatay model 1b has a unique code on its left heel. Consumers can enter their own yatay code on sports shoes to participate in golden goose's environmental protection activities. For example, plant trees in desert areas, monitor their growth and see how much carbon dioxide it absorbs.

The packaging is environmentally friendly and the box is fully recyclable, consisting of up to 50% recycled FSC paper, which can be used as a shoe box or mail package.

Golden goose's goal is to encourage its consumers to take a series of small steps to protect the environment. When these small steps are accumulated, they can "produce a series of positive changes".

Golden goose yatay model 1b was sold on the brand's website on April 22 for $350 (contract RMB 2379).

The increasing attention of consumers to animal welfare and environmental protection has triggered an upsurge of "pure" sports shoes, and many "pure" leather substitutes have emerged, including synthetic materials, fruits and vegetables or recyclable materials. Brands such as Veja, toms, yatay and subtle have provided a variety of pure vegetarian sneakers for men, women and even children.