Premiata presents John Low – The new sustainable sneakers
Premiata, an Italian brand, leader in the fashion industry at an international level, presents the new John Low model, created by Graziano Mazza, Art Director and founder of the brand, in name of the circular economy. www.premiata.it // www.instagram.com/premiataofficial
In this way, PREMIATA expresses its concept of sustainability, based on the reuse of materials and great attention to the rational use of raw materials. The recovery of production scraps, through innovative techniques that respect the environment, transformed in highly performing fabrics, leathers and soles are the key principles of this new model. John Low is produced by 80% of renewable materials through Italian patents that consider the preciousness of a scarce resource like water.
The high-quality suede evŎlo of the upper is produced by SCIARADA tannery with eco-sustainable, certified and patented processes obtained from an innovative process that respects the environment and the principles of the circular economy by recovering and regenerating processing waste, reducing the use of chemical products and reducing CO2 emissions and the use of the basic need: Water.
The upper is made of LIMONTA regenerated nylon with ECONYL® yarn produced with pre-post consumer waste such as industrial waste, fishing nets and carpets.
The inner lining made of biodegradable goatskin, tanned with organic materials free of harmful residues and produced with very low water consumption.
The bottom is produced by 50% recycled rubber, obtained from the recovery of processing burrs duly separated from the accelerators and sulfur, and by 50% natural rubber. EVA parts also are made of 40% recycled material.
Finally, the packaging is in certified recycled cardboard and also contains a fun invitation to reuse it.
The international launch of this model is accompanied by a campaign of images that narrates the existence of a mythological character, named after JOHN LOW, enriched by fantasy outlines, a real Premiata character that represents nature in all its ancestral meanings. John Low lives in primordial forests and is recognizable thanks to his large and almost tribal mask, made up of sneaker parts and long coloured fringes. Is it represented a man of a distant past or that of a future of new awareness or a world that we can only imagine and dream about?