"97,000 Won Sneakers" ... Shin Dong-bin Chairman's 'Eco-Friendly Flex'

Photo Wearing Faux Fur Coat Gains Attention
Recycled Plastic Material Sneakers Also in Spotlight

Shin Dong-bin, Chairman of Lotte Group, is gaining renewed attention for Lotte's ESG (Environmental, Social, and Governance) management strategy after it was revealed that he frequently wears sneakers made from recycled waste plastic.

According to Lotte Group on the 6th, a photo of Chairman Shin wearing a flashy faux fur coat at the Gucci store in Hannam-dong, Seoul, recently went viral on social media, drawing attention to the shoes he was wearing at the time. On the 2nd, Chairman Shin visited the 'Gucci House' with Bae Sang-min, Head of Lotte Design Management Center, toured the store's interior architecture and design, tried on Gucci's men's collection, and took photos, which Bae later posted on his social media.

What stood out in the photo as much as the luxury fur coat was the modest sneakers worn by Chairman Shin. These sneakers were made by a domestic fashion startup through 'Project LOOP,' a plastic resource circulation project led by Lotte Chemical involving seven participating companies. Since March last year, the Project LOOP participants installed collection equipment at Lotte World Mall and Lotte World to gather 10 tons of waste PET bottles. The collected PET bottles were crushed and processed into raw materials by Kumho Fibers, and the Korea Textile Development Institute produced yarn and fabric, which were provided to the eco-friendly product startup 'LAR.' LAR utilized these materials to commercialize eco-friendly sneakers and eco-bags starting late last year.

The sneakers were also delivered to Chairman Shin, who is known to frequently wear them in casual settings. A Lotte official stated, "Chairman Shin sympathizes with the project's purpose and enjoys wearing LAR sneakers. They go well with casual attire and are comfortable to wear, so he often recommends them to those around him."

The sneakers currently sold online are priced at 97,000 KRW. According to Lotte, six 500ml PET bottles are used as raw materials for the shoelaces and mesh fabric, while ten PET bottles are used for the eco-bags.

Lotte Group is actively discovering and implementing eco-friendly initiatives such as developing sustainable materials in collaboration with startups producing environmentally friendly products. The group plans to integrate ESG not only into its core businesses but throughout its overall management to enhance corporate social value, customer trust, and corporate image.

Earlier this year, Chairman Shin emphasized at a meeting with representatives from each affiliate, "ESG is a key factor determining corporate survival and business success. We must actively consider not just responding to regulations but what kind of society we want to create and what social values we can provide."