Purified’s Abaca is made with Bananatex upper and Natural Fiber Welding (NFW)’s Pliant sole and is described as “zero plastic”.

The bionatural shoe took four years to develop and is designed to enrich soil at end of life.

Purified’s debut shoe aims to address the environmental crisis perpetuated by the modern shoe industry, without sacrificing style or comfort. Crafted with the help of sustainable canvas cultivators, Bananatex, plastic-free pioneers, NFW, and artisan shoemakers in Portugal – who co-developed a new glue-free binding system – the Abaca was designed with the entire product life cycle in mind.

SATRA, an independent research body, tested the shoe’s impact on soil health under ISO 20020:2015. For 90 days, the shoes were exposed to soil, which was later tested for toxicity. Tomato and barley plants were then exposed to the remaining shoe matter in an OECD 208 plant response test. It was discovered that under certain conditions the plants grew better than compared to regular compost.

While Purified shoes safely degrade at the end of their useful life the Abaca is said to meet and surpass industry benchmarks for shoe durability. Abaca fibres are some of the strongest found in nature, while the shoe’s innovative construction is designed for longevity.

“On a factory visit to Sri Lanka, I saw the ugly reality of the landfill crisis up close, chancing upon a toxic heap of waste known as ‘trash mountain,“ Purified founder Will Verona explained.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

He continued: “I knew something needed to change, and in 2020 I began this journey to rethink the way shoes could be made. Thanks to the help of our partners in Portugal, at NFW and at Bananatex, we are now launching a product we are incredibly proud of. At Purified we aim to inspire a return to earth with our shoes, but also by championing a wider philosophy inspiring connection and care for our planet.”