Shoes Made of Plastic... The Brand 'Lotis' That Captivated the British Princess [Hidden Industry Story]

Lotis, Eco-Friendly Shoe Brand Established in 2016
Eco-Friendly Shoes Made from 3 PET Bottles
Shoe Production Takes Only 6 Minutes

A photo showing the process of PET bottles becoming shoes. Photo by Rotis, screenshot from the official website.

[Asia Economy Reporter Heo Midam] 'Is it possible to make good shoes?'

As the world suffers from plastic waste, a company making shoes from discarded plastic is gaining attention. It is the San Francisco-based company 'Rothy's' in the United States.

This brand, started with the single-minded desire to 'make good shoes,' makes shoes from PET bottles commonly found at recycling centers. Three 500ml PET bottles are used per pair of shoes, and it takes only six minutes to make a pair. The flat shoes worn by British royal Meghan Markle, which became a hot topic, are also known to be products of this brand. What is the secret behind Rothy's gaining so much love?

◆ Style, comfort, and eco-friendliness... shoes reflecting the founders' concerns

Rothy's is a shoe brand established in 2016, but its origins go back four years earlier. In 2012, Steven Hawthorne, who worked at an investment bank, and Ross Martin, a well-known creative artist, both had a strong interest in environmental issues. They empathized with environmental protection issues at the time and wanted to devise products that considered the environment.

What caught their attention then was 'women's flat shoes.' The two noticed that most shoes, such as sneakers and dress shoes, were made from animal leather, and many pollutants were emitted during the shoe manufacturing process. They were also inspired by the eco-friendly clothing brand 'Patagonia' and became interested in making shoes from sustainable materials.

They decided to make eco-friendly shoes with the determination to create 'good shoes' that do not harm the environment. However, the process was not easy. At first, they struggled because they could not come up with a plan on how to make eco-friendly shoes.

Flat shoes by Lotis. Photo by Lotis official Instagram screen capture.

In an interview with the media last May, CEO Martin said, "We didn't know how complicated it was to make shoes. We were really naive and didn't know how to run a business," adding, "We started to participate in every step ourselves to manufacture eco-friendly shoes."

They also emphasized not only the environment but also the design and functionality of the shoes. CEO Martin said, "Comfort and great style conflict with each other. Shoes with great style hurt the feet, and comfortable shoes were not very attractive to people," adding, "We wanted to make shoes that are stylish and comfortable."

◆ Shoes made in 6 minutes... eco-friendly from manufacturing to disposal

To achieve style, comfort, and eco-friendliness, they used 3D printers. The method of manufacturing shoes with a 3D printer was relatively simple. Discarded PET bottles are crushed into small pieces and put into a compressor, where pressure turns them into a thin thread. This thread is then fed into a 3D printing machine, producing shoes made entirely from PET bottles in just six minutes.

This method allows recycling of environmental waste during production and generates significantly less waste compared to traditional shoe manufacturing processes.

The disposal process is also noteworthy. When worn-out shoes are sent back to Rothy's, the company reprocesses them into yoga mats or recycles them again for making Rothy's products. In other words, consumers can also engage in sustainable consumption.

Above all, these shoes have received praise for combining practicality and style. Being fabric shoes, they are soft and rarely cause blisters even when worn for the first time. They are also breathable and do not deform even when washed in water.

Photo by Rotis official Instagram screen capture.

◆ Rothy's flats that captivated the British royal: "Solving fashion and environmental issues with shoes"

Recognizing Rothy's various efforts, the brand's shoes are popular among many celebrities. In particular, Rothy's became widely known when British royal Meghan Markle and actress Gwyneth Paltrow frequently wore them. Princess Markle has shown great interest in social issues such as women's rights and environmental problems, serving as an ambassador for the UN and World Vision.

Thanks to this popularity, Rothy's, founded in 2016, achieved sales of $140 million (about 160 billion KRW) within two years of establishment. Additionally, the global investment bank Goldman Sachs invested $35 million (about 4.15 billion KRW) in Rothy's, drawing worldwide attention. The company's current valuation reaches $700 million (about 800 billion KRW).

Meanwhile, CEO Martin said in an interview with the media, "Until now, products that consider the environment were not pretty," adding, "With these shoes, future consumers will be able to make better choices that solve both fashion and environmental issues."