May 01, 2017 | By WGSN Insider
Founded in 2008, footwear brand OAT entered the market with unique innovation – its shoes could literally be planted to grow wildflowers. Since then Stylesight has kept an eye on the young brand through collections, innovation awards and other milestones.
“The future of fashion lies in a reconciliation between nature and industry. OAT Shoes strives to lead the way to that future.”
With a seed pocket cleverly stitched into the tongue (under the size label) the shoes are constructed of materials that are all designed to break down in roughly 6 months if “planted” correctly. Don’t worry though, they are designed to break up in the ground once retired, not on the foot during wear. Sprouting a vibrant mix of wildflowers, the seed packet includes Black-eyed Susans, Spurred Snapdragons, English Daisy, Catchfly, Corn Poppy and Sweet Alyssu. Making for a mostly red mix of blooms, these shoes make a true statement even in their second life.
That said, we were really excited to see the latest Fall collection, including children’s booties. Available currently in stores throughout Europe and online.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.