English trio William Gubbins, Billy Turvey, and Charles Duffy are condemning all of your personal belongings to the trash heap.
“Whether dumped in a landfill or washed up on the shoreline, everything that you buy will inevitably end up as rubbish.”
We know it’s hard to accept the fact that the new pair of Nike Roshe Courts you were planning to cop will eventually end up buried in a landfill. It’s heartbreaking news for your wallet. But luckily, a change is underway– for kicks anyway. “Everything You Buy Is Rubbish” is a new project that takes on global pollution by the soles, (pun intended) by changing the typical idea of “recycled” gear.
No shots at Nike, from us anyway. The billion dollar sneaker company has ridden the eco-wave in the past when they collaborated with Jeff Staple for Ecotech, which later gave birth to Nike Considered. The line featured innovative footwear constructed from materials found within 200 miles from the Nike headquarters.
Everything You Buy Is Rubbish takes on the very idea Jeff Staple discusses in his 2008 interview on Nike Considered:
Jeff Staple: You’ve got a $15 billion company that’s based off selling 2000 styles a year, that are all pretty much with no regard to the environment at all.
Can you remember how much money you’ve spent on your prized collection of Jordans? The number might scare some sneaker fanatics. The idea that all that money will some day end up in or on the shoreline of the ocean is a stressful thought.
With their innovative project, the British trio hopes to bring about awareness to our environmental crisis, while producing a shoe people will actually want to sport, and saving folks a little bit of cash in the process.
“Contemporary footwear spends barely a fraction of its life hugging a foot. For the majority of its life it is rubbish. Whether in a landfill or washed up on a shoreline, the synthetics within the shoes— in addition to the plethora of plastic we discard—will take centuries to break down.”
Check out the video in the player above to see how the team collects and melts down plastic from the ocean shoreline, transforming the discarded trash into mosaic kicks. And for more on the project, make sure to visit their website.