Report on Shemaroo

A BLUNT STORY launches sustainable sandals that call out the elephant in the room - petrochemicals

The brand spent two years in extracting petroleum from the entire chemistry

With this range, A Blunt StoryTM hopes to shed light on this reliance, one that can no longer be ignored and challenge the industry’s practices with its radical and pluralistic approach. The approach of a brand rooted in its geography, where the urgency is most felt. Where the effects can be seen, smelled and tasted in the air we breathe.

As a voice from the second largest producer and consumer of footwear in the world that bears the consequences of production and consumption. Where the well-being of the 2 million employed in the footwear industry is as important as that of the consumers and the planet.

“We came to understand the depth of the problem as we curiously started to tear apart the layers and break down the raw materials. From the upper to the sole and what’s in between, hidden behind the layers and shadowed by shiny new innovations on technical performance, most casual and sports shoes and sandals out there are largely made of plastic or petroleum derived chemicals. Worse still too few people in the system understood the materials and the extent of their harm.”

For some time now, we have been aware of the plastics problem in the fashion industry, we are yet to address its omni presence. Industries ranging from agriculture to cosmetics have come to become dependent on it, leaching its effects into the soil, waters and climate and ultimately on all existence on the planet.

The ethos of the brand is reflected through material innovations bearing in mind end of life, and their choice of raw materials that offset these impacts.

Footwear soles be it EVA, TPU or other thermoplastics are made from petroleum-based resins, plasticisers and chemicals. Even those that claim to be natural rubber often contain a mix of natural and synthetic rubber: net, net a footwear sole is anywhere between 30-100% plastic and going nowhere.

The brand spent two years in development extracting petroleum from the entire chemistry of the sole. The range now sits proudly on a 100% petrochemical free UNCRUDE TM . Natural fillers such as cork and rice husk replace synthetics on a natural rubber base, and together with oils from soy and palm as plasticisers the bio-based content for the footbed is at 96% and 70% for the outsole. While the big win is wholly replacing plastics in the sole, using these bio-based materials also helps draw down carbon from the planet and goes a long way to helping reduce their carbon footprint.

With chemistry that cares for the makers and the wearers, they are also tested to be 100% free of carcinogens and other hazardous chemicals that are released in the making of thermo plastic foams and synthetic rubber soles common place in the industry today.

Through UNWASTE it utilises a combination of post consumer fabric waste, post industrial leather waste and recycled pet waste in its uppers to make its point as it does its bit to help with the overwhelming waste problem.

With uppers lined with Bamboo fabric on the inside, and the 96% bio based UNCRUDE footbed the sandals are designed to keep feet cool, dry, and free or toxins.

“We felt the green-washed ideas of sustainability marketed by the larger brands left the story half told, so we wanted to break it all down and make something for an informed, empowered consumer who is pushing for change.” - Chandni, Founder, A Blunt Story

With plans towards circularity, it all comes together as a message that highlights the intricacies and interconnectedness of our co-existence through a thoughtfully executed range. 

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