The DFL ethos is often in opposition to the current trends of fast fashion and general seasonal trends in the fashion industry. But Rothy’s, a 2016 footware startup, is breaking that mold. The company has quickly become one of the most loveable brands of many flat wearing women, with four styles to choose from and continuously coming out with new colors and patterns its easy to see why.

The DFL ethos is often in opposition to the current trends of fast fashion and general seasonal trends in the fashion industry. But Rothy’s, a 2016 footware startup, is breaking that mold. The company has quickly become one of the most loveable brands of many flat wearing women, with four styles to choose from and continuously coming out with new colors and patterns its easy to see why.

Rothy’s can be hand or machine washed. What could be easier than that! (image courtesy of Rothy’s)

Maintenance of the shoes is also better than your average flat. They can be thrown in the washing machine with your regular laundry. They also sell the insole separately so if you flatten that out you can buy a replacement or add a second for added comfort. I have personally washed mine 3 times so far in the 2 months I’ve owned them and they are still as bright as ever and fit just the same.

Every item used to make the shoe has been thoughtfully selected for sustainability and environmental impact. The uppers are sewn from a a polyester fiber made from recycled water bottles. Todate they have saved 33 million water bottles from the landfill and counting. The insole include post-industrial recycled foam, meaning the scraps of foam from other industries. The rubber is carbon-free and the adhesives used are non-toxic and vegan.

To date, Rothy’s has repurposed over 37 million, single-use plastic bottles and turned them into Rothy’s signature thread.  (image courtesy of Rothy’s)

3D knitting eliminates waste associated with cutting patterns from fabric. (image courtesy of Rothy’s)

Rothy’s went a step further in their manufacturing process, not only using recycled materials but reducing the waste of those materials as well. A Normal shoe has at least two pieces of cloth sewn together, but what the consumer doesn’t see is the scrap fabric left behind when those oddly shaped shoes pieces are cut out. The 3D knitting process Rothy’s employs means the upper is sewn from thread in one piece, no excess fabric.

Even Rothy’s packaging is sustainable, coming in a shoebox-sized individually shippable box with self adhesive stip on the side so the customer can close the box to return if needed the box is consumer friendly and eco friendly. Best of all they just came out with a new Tartan pattern meaning I will just need to get myself a second pair.

Shoe box? Shipping box? or both, smart! (image courtesy of Rothy’s)

One of them interesting things about this innovative company is that neither of the co-founders had ever designed shoes before. Because Stephen Hawthornthwaite (aka Hawthy) came from the finance industry and Roth Martin a design gallery, they were able to design a shoe from scratch. Meeting the requirements or comfort, fashion and sustainability their product fully lives up to the DFL ethos.

Rothy’s founders, Stephen Hawthornthwaite and Roth Martin. (image courtesy of Rothy’s)

Jessie Schwartz

About Jessie Schwartz

Jessie Schwartz-Kwasnik joined the Product Design team at Lovesac in 2017. Before that she spent six years in management consulting working on PLM implementations including new product launch processes.  Her passion for sustainable design started from reading the Lorax as a child and continued through her education at Dartmouth College. She was excited to put her beliefs into reality while working at Lovesac and to try to live up to the DFL principals.

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