Menswear

Premiata presents John Low

The first sustainable sneaker model created by Graziano Mazza, art director and founder of the brand, on behalf of the recycling industry.
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The international launch of this model is accompanied by an image campaign. It tells of the existence of a mythological figure and is accompanied by fantasy drawings

Only a few years ago, hardly more than one label appeared in the search for sustainable sneakers. Today you can find a trendy and "well" produced shoe at many brands - including the international fashion brand Premiata - in the shape of John Low.

John Low lives in primeval forests and can be recognized by his large, almost tribal mask, which is composed of sneaker pieces and long colored fringes. Does he represent a man from a distant past, or one from a future with a new consciousness, or does he come from a world we can only imagine and dream about?

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With the new campaign, the Italian luxury brand is expressing its concept of sustainability, which is based on the reuse of materials and great attention to the rational use of raw materials. The key principle of this new model is the transformation of recycled production waste into high performance fabrics, leather and soles through innovative and environmentally friendly techniques.

John Low is manufactured with 80% of renewable materials patented in Italy, taking into account the preciousness of a scarce resource such as water.

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The high quality suede evŎlo of the upper leather is produced by the SCIARADA Tannery using environmentally friendly, certified and patented processes that result from an innovative process that respects the environment and the principles of recycling, recovering and regenerating the processing waste, reducing the use of chemical products and reducing CO2 emissions and the use of basic needs.

The packaging is also made of certified recycled cardboard and contains a fun invitation to reuse.

The sustainable sneakers are now available in multiple color variations.

 

Pictures: PR

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