Crocs goes greener

US footwear maker takes cue from critics, launches initiative calling for recycling worn-out shoes, donating revamped products to communities in need

Going green? Crocs, the Colorado footwear company, is launching a new initiative meant to encourage Crocs-owners to recycle their flip-flops.

 

Crocs has been embraced by environmentalists worldwide in the past for its use of what is essentially a petroleum byproduct in the making of its famous footwear.

 

But lately, the company has been the butt of newfound criticism: The fact that its flip-flops are lightweight, hard-wearing and require minimal use of materials to produce – apparent pluses resource-wise – has made consumers buy more and more of them; and if the product encourages consumerism, it can't be environmentally friendly, can it?

 

Crocs, as it turned out, was paying attention. The company has launched a new initiative named "Soles United," calling for flip-flop-owners to turn in their used flops to a recycling center, where they will be shredded, re-formed into footwear and donated to communities in need, mostly in impoverished countries.

 

Soles United products are made of 20% recycled materials and Crocs has pledged to sign deals with several shipping companies, which will transport two million new sandals and other footwear to countries like Sudan, Cambodia, Guatemala, The Philippines, Tanzania and Zimbabwe.

 

New Cinema Inc, which imports Crocs to Israel, said Sunday that it was looking into incorporating Crocs-wearers in Israel in the international initiative.

 

In the meantime, until such an option is made possible locally, Israelis wishing to take part in Soles United can send their flops to Crocs, via international mail.