Sneakerheads are being called on to spread some festive cheer this year.
A drive to collect gently worn and pre-loved sneakers will see those living homeless gifted with a new pair of footwear. The drive, which is being run by Sneaker LAB – manufacturers of the world’s first environmentally-friendly, proudly South Africa sneaker care product – will take place in Johannesburg and Cape Town.
“It’s the season of giving and we urge South Africans to donate those sneakers they no longer wear. They’ve given you so much joy, and now it’s time to share the love with those who are less fortunate,” says Sneaker LAB founder Jo Farah.
Donations can be dropped off at the brand’s Braamfontein store in Johannesburg or at Rocksole in Wale Street in Cape Town.
All Johannesburg donations will be given to The Green Bag Project, an accessibility and interactive research initiative that works with marginalized and vulnerable communities, such as people living homeless, to engage them in interactive research activities while finding out how to meet their basic accessibility needs. The Green Bag Project, based in Braamfontein, receives donations of basic toiletries, in a green bag, which are then distributed monthly.
Over the festive season, the project aims to given those living homeless a sense of dignity as they visit their families but providing them with a new pair, explains founder Boledi Tladi.
A Cape Town beneficiary will be chosen in the upcoming weeks.
The shoe drive is just one of the ways Sneaker LAB is giving back. Over the last year, the brand has partnered with Greenpop, WeForest and Peninsula Schools Feeding Scheme.
Sustainability should be driving every brand. Consumers are becoming more educated and are looking for brands who care about sustainability. I believe that if brands aren’t socially responsible, their business will suffer in the long run.
“Sneaker LAB is built on a Green philosophy and diverting shoes that may have landed up in a landfill to those who are in need speaks to the heart of our business ethos of sustainability. We strive to be environmentally friendly in all we do, and we are constantly working toward improving what we do and how we work,” says Farah.