Courtesy of Golden Goose.
Golden Goose’s “perfectly imperfect” sneakers are the footwear of choice for the 21st century equivalent of the international jet set—rarely is a slice of avocado toast eaten or a buzzy music festival attended without a pair of their distressed, star-emblazoned shoes on attendees’ feet.
Now, on top of their status as signifiers of the tastefully relaxed, they have a new purpose: sustainability. The creamy white YATAY Model 1B, which launches today, is made from all animal-free components, including a bio-based material derived from vegetable sources and substances like recycled polyester and biodegradable rubber.
The Model 1B is the first release from Golden Goose’s new eco-conscious platform, called YATAY, which the brand is also announcing today, YATAY will be a space to test products among Golden Goose customers that will help shape forthcoming projects, and will also serve as a hub for the brand to develop sustainable materials and styles. The brand even plans to share its innovations with other luxury players. YATAY takes its name from the Butia Yatay palm, or the jelly palm often seen in Brazil, and its palindromic name is designed to reflect the goal of circularity Golden Goose has in mind.
Courtesy of Golden Goose.
To create YATAY, Golden Goose formed a partnership with Coronet, an Italian research and development company specializing in bio-based, recycled materials that is evolving Italy’s reputation for craftsmanship with a sustainable mission.
Courtesy of Golden Goose.
Their first sneaker, the Model 1B, is made from a material called YatayTM B, which, compared to leather, reduces CO2 emissions by 90% and water usage by 65%. The left heel tab on each shoe has an embossed number that buyers can use to access a digital space to plant a tree, and then monitor its growth and the amount of CO2 it absorbs. Perhaps simplest and most impactful of all, the shoe’s box—which features the QR code that allows wearers to access their tree intel—is also the package in which the box is shipped, reducing packaging waste even further.
YATAY goes live at the end of 2022, and you can purchase the YATAY Model 1B today on GoldenGoose.com .
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Golden Goose Announces YATAY, a New Sustainable Sneaker and Platform
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