Written by Menswear Style in Interviews on the 6th September 2024

On a factory trip to Sri Lanka, shoe designer Will Verona was confronted with a shocking sight: a 50-meter-high mountain of plastic waste. 'Trash mountain' would later collapse, with tragic consequences. Reflecting on his industry’s role in the environmental crisis, Will knew that something had to change. Determined to be a part of the solution, he began to explore the use of novel natural materials in his designs.

PURIFIED is a London-based shoe brand creating 100% plastic-free footwear, solely from natural materials. 25 billion shoes are produced each year. Almost all are unrecyclable, destined to spend generations in landfill. The shoe industry’s reliance on synthetic materials and toxic glues doesn’t only lead to waste and environmental degradation - it compromises shoe quality and comfort.

PURIFIED’s 100% natural shoes enable you to “Return to Earth” with every step, before they safely rejoin the natural cycle after years of wear. They go straight to the source - seeking the knowledge of farmers and craftsman who know our land best. Working together, they move away from the synthetic materials, toxic glues and industrial processes that characterise today’s shoe industry. 

"We create zero plastic shoes which are designed to return to earth at end of life. It was described as the impossible shoe. We’re completely rejecting plastics, synthetics, and petroleum-based glues. These things have all been created within the last 100 years and before then people weren’t walking around barefoot, so I knew it was possible. It has been a 4-year journey and PURIFIED looks to champion simpler ways of living and rebuilding our connection with nature and humanity.”

This is a shortened transcribed edit of episode 220 of the MenswearStyle Podcast with Will Verona, Founder biodegradable durable sneakers brand purified.eco. You can listen to the full version on Apple Podcasts, Spotify, or your favourite podcast player.

We interview Will Verona of biodegradable durable sneakers brand PURIFIED to discuss sustainable footwear.