Sustainability is a core focus of the modern fashion industry, seen in recycled materials for textiles, up-cycle styling, and charity partnerships. Perhaps this is an instance of accountability, since fashion is one of the top polluting industries affecting the world today. As individuals in a much larger system, its important to opt for doing better. Sometimes those decisions lie in making better, more sustainable choices every chance you get.
The decision to do better is something seen in Vancouver based shoe brand, Grounded People. Founded by Max Justus, this unisex, vegan brand was created from the belief that fashion can be created ethically.
We had the chance to ask Max a few questions about the brand and its inception.
1. What made you start Grounded People? Was there any particular event that you would say was the catalyst for its inception?
M: Since I was young, I have always been intrigued by the fashion industry and had an innate passion for entrepreneurship. I started my career in fashion when I was just 19 years old with a direct-to-garment printing company, working on custom projects which eventually helped me to develop a creative mindset with specific attention to detail. I constantly strived to provide my customers with the best possible fabrics and resources, and began to research various factories and suppliers. It was through this research that I quickly discovered the detrimental impact of the industry on the environment, and the unethical working conditions within factories that many major brands and companies continue to use for the manufacturing of their products today. I learned about the mass production of materials and the industry’s attempt to sweep these issues at hand under the rug.
I was determined to create a brand that would become a catalyst for change, rather than a contributor to the problem. I wanted Grounded People to inspire other small brands and entrepreneurs to adopt sustainable and ethical manufacturing practices, while also ensuring fair labor for factory workers. With Grounded People, I discovered that it is possible to provide products that embody both style and comfort, while also valuing ethical production principles.
2. Why did you decide to start your line of shoes with sneakers?
M: When creating Grounded People, I knew I wanted to create a product that could fit seamlessly into any lifestyle and would cater to a larger audience. While researching different footwear styles, I found that one of the best-selling shoes on the market is the high top sneaker – a versatile and timeless design. I also began to think about all of the other similar styles on the market, and wanted to create a version while keeping in mind sustainability and ethical manufacturing practices. We decided to move forward with this vision when creating our first line of footwear, and look forward to launching additional styles in the future.
3. Where do you see the future of fashion going and sustainability’s role in it?
M: My hope for the future of the fashion industry is for other brands to recognize the damaging effect of unsustainable manufacturing efforts on the environment, and look toward implementing alternative options to reverse these wrongdoings. Fast fashion has quickly become one of the
most environmentally damaging industries today, producing 92 million tons of waste each year. At this rate, the fashion industry’s global emissions are likely to double by the end of the decade. The more brands that take proactive steps in creating more sustainable practices, the greater the
likelihood of other brands within the industry following suit. Consumers today are becoming more aware of the effects of fast fashion and are choosing to shop more ethically and sustainably. Brand transparency is key for success in this space and will have a positive impact in the long
run.
4. Lastly, any teasers you would like to share with our audiences about what is next for Grounded People?
We are always exploring new designs, styles and materials to offer our customer base a wide variety of footwear options. We recently launched our All SZN Boot collection to further expand our product offerings to include additional styles for year-round wear. We are excited for the new
developments we have in the pipeline and look forward to revolutionizing the brand further and reaching new customers across the globe.
Grounded People is an ethical company that implements their core values into all aspects of their brand. From inception, the production of the shoes are made in a 100% vegan factory with fair wages and ethical working conditions. The materials that go into each shoe are carefully selected with rubber from a gum tree, recycled cotton as textiles, and a recent shoe additions with recycled tires for soles.
Consumers are also invited to partake in new type of relationship with their fashion. With complete brand transparency, Grounded People partners with Retraced, educating shoppers on the production of the shoe they purchase. From education to action, shoppers can also purchase laces through Grounded People’s Lace Program. This lets individuals choose for themselves a charity to support based on which lace they purchase.
It’s a relief for consumers to have such a wonderful company they can comfortably support. Now it is easier to update a wardrobe with a clean conscious by swapping for more ethical choices. I’m excited to see more companies follow suit as this is a direction for the fashion industry that I can absolutely get behind.
