Lily Cole, a UK model and actress, has partnered with Sky Rainforest Rescue, an initiative between Sky and WWF to help save a billion trees in the Amazon rainforest.
She wants to show the world that wearing sneakers can’t only be stylish but also good for the environment by selecting the right materials.
The shoes made from the latex of rubber trees grown in the Amazon is a very environment friendly product as no tree has to be cut down for the production. The Amazon rainforest is the only place on earth where rubber trees grow in the wild.
The sap known as liquid latex is extracted by tapping the trees by specialists which is used to make the sole of the shoes.
The tree tappers are paid fairly and now they take good care of the trees because now it their need too.
The sneakers come in three different styles, and feature Amazon inspired designs. Inspired from her trip to the Amazon lily has designed the flat canvas in three colours for the summer. The range is known as Veja ‘Taua’ style canvas trainers.
The limited edition sneakers will be sold online and at English retailers Selfridges, in London and Manchester, and Topshop, on Oxford Street. Prices range between £55 and £65 and £10 of every pair sold will be donated to the Amazon tappers, equipping them with six more taps and allowing them to keep those trees standing.
Lily Cole has been quoted as saying that the survival of the rainforest depends on managing its resources.
“With all eyes of Brazil this summer, my collection not only taps into the SS14 flat shoe trend, but also shows how wild Amazonian rubber can be used to make desirable products for people’s everyday lives. During my trip to the Amazon, I saw firsthand the crucial part that Sky Rainforest Rescue plays in creating demand for wild Amazonian rubber for companies like Veja, and making the rainforest worth more standing,” she stated.
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