Steve’s

Scenario

On the one hand, the global footwear market represents amultibillion-dollar industry, estimated at nearly $400 billion by 2023, with more than 20 billion pairs of shoes produced each year (DiNapoli, 2024).Italy stands out as one of the world’ s leading footwear producers and the first in Europe, accounting for nearly 1 percent of global production (Topic: Footwear Industry in Italy, 2024).

However, the shoe manufacturing process generates large amounts of CO₂, contributing to about 1.4 percent of global greenhouse gas (GHG) emissions, not counting transportation. Every year, millions of shoes are discarded and most end up in landfills, creating a serious environmental problem. Because shoes are often made from synthetic materials that take decades to degrade, they release toxic substances into the environment, harming human health, the planet and wildlife (DiNapoli, 2024). This situation highlights theurgent need to develop more sustainable and circular alternatives in the footwear industry.

On the other hand, Trentino-Alto Adige in northern Italy is one of the most important regions for growing high-quality apples in Europe (Hassan et al., 2020, p. 28). In 2020, it accounted for 60.8 percent of national apple production (Muder et al., 2022, p. 11). Despite high productivity, a significant proportion of the crop is discarded due to aesthetic imperfections or overproduction. In addition, about 26 percent of the total is lost during processing stages, mainly in the form of peels, cores, and by-products (Strinati, 2020). This presents an environmental challenge, as the decomposition of organic waste produces methane, a potent greenhouse gas.

To address this problem, several circular economy initiatives have sprung up to reuse agricultural waste and create value-added materials. One emblematic example is Mabel, which has been producing eco-sustainable materials derived from plant waste for the footwear, tanning and paper industries since 2010. Today, Mabel is recognized as one of the pioneering companies in the production of sustainable synthetic leather for the footwear industry globally (Mabel Industries, 2023).

Description

Steve’s is an Italian startup founded in Turin in 2022 by siblings Giulia and Filippo, with the goal of creating a footwear brand capable of combining elegance and quality typical ofItalian craftsmanship with environmental sustainability.

Steve’s shoes are made from materials carefully selected for both their technical performance and low environmental impact. The upper is made from Uppeal, a bio-based material obtained by reusing apple cores and peels from farms in Trentino-Alto Adige. In this way, an organic waste that would have been discarded is transformed into a resource.

The sole is made of recycled thermoplastic rubber (TR), a durable and fully recyclable material that reduces the use of natural resources and waste production. The details of the sneakers, on the other hand, are made of velvet recovered from the production waste of major fashion houses, giving new life to valuable materials and making each pair unique and limited edition.

Other materials used include certified organic cotton for stitching, embroidery, and laces; water-based adhesives; 100 percent recycled cardboard for assembly insoles; and fully biodegradable materials for toe-puffs and buttresses.

Packaging is also a distinctive element: each pair of shoes is delivered in a recycled steel box certified by the RICREA consortium. This packaging is completely recyclable, but also durable and reusable. Steve’s proposes to turn it into a plant pot by including in the packaging a complete kit with soil and planting brochure containing flower seeds (Steve’s – Sneakers Made in Italy, n.d.).

The company believes that talking about sustainability is meaningful only if it is supported by scientific analysis, which is why it conducted a Life Cycle Assessment (LCA) study in collaboration with zeroCO2, a partner that specializes in assessing CO₂ emissions at all stages of the production cycle, from transportation to packaging.

The results, publicly available on the company’s website, show that one pair of Steve’s shoes generates 4.83 kg of CO₂ equivalent over its entire life cycle . In comparison, the European average is 12.1 kg of CO₂ equivalent per pair (out of 36 models analyzed), indicating a 60 percent reduction from the industry standard(Product LCA – Steve’s Report, 2023).

In addition, Steve’s has partnered with Green Future Project (GFP) to offset its residual emissions by supporting certified reforestation, conservation and renewable energy projects. Through these initiatives, the company has achieved climate neutrality (net-zero emissions), reinforcing its commitment to transparency and continuous improvement.

The search for even more sustainable new materials is still ongoing, confirming Steve’s desire to be a permanent laboratory of circular innovation and to promote an ethical, aesthetic and regenerative production model (Green Future Project, n.d.; Steve’s – Sneakers Made in Italy, n.d.).

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