Visit: https://www.saucony.com/en/jazz-court-rfg/
Sustainability has been a keyword in footwear, but the reality is for brands to really become sustainable, they would have to change their entire product line and then stop producing as many sneakers altogether. This doesn’t diminish the work taking place and the sneaker industry should celebrate the many small steps taking shape.
While I state that Saucony is rivaling Allbirds here, the reality is that in producing a model that looks aesthetically better they are making a move that is on par with one of my favorite brands COMUNITYmade. I’ve long stated that Allbirds is on shaky ground as other brands begin to invest in more eco-friendly products with a much better appeal. Unlike the recent collab that sold out for Allbirds, this wasn’t a collab by Saucony and it wasn’t hyped on any sneaker channels. The sell through on this shoe was a product of smart social media ads and a great product.
We designed a new and more sustainable shippable shoebox for this style using 100% recycled cardboard and no ink whatsoever. During production, we combined the cardstock layering process with an emboss pressing, again saving steps. The box is topped off with a label made of kraft paper and soy-based ink. All told, we’re proud of the subtle branding on this project because, as I’m sure you’ve figured out by now, the Jazz Court RFG is all about how less truly can be more.