Great success for Id.Eight's Italian sneakers made with food industry waste!
The temporary store for Id.Eight, the sneakers made from food industry waste, has been a huge success: the Tuscan brand's first pop-up store at Rome's Termini station will be open until the end of June (instead of May 15th).
For over a month, the more than half a million travelers who pass through the station every day will be able to choose a green and cruelty-free option for their purchases, thanks to the agreement signed by the Tuscan brand with Grandi Stazioni Retail.
In the space, designed in keeping with the brand's philosophy, the furnishings were curated using reclaimed and regenerated materials, such as the seats made from recycled wool. This integrated approach to sustainability transforms the pop-up into a place of inspiration and reflection on how each of us can contribute to a greener and more equitable future.
“ Every step represents a commitment to a more sustainable world ” is the phrase that dominates the main window: it symbolizes ID.EIGHT’s commitment to reducing the environmental impact during the production of each pair of sneakers and invites consumers to make conscious purchasing choices.
Id.Eight's philosophy is based on eliminating overproduction and adopting consistent designs, season after season. The brand was founded in 2019 to offer a sustainable, cruelty-free, and genderless alternative to traditional sneakers: they are made with low-impact materials, alternatives to leather, created from the transformation of fruit waste (Uppeal and Vegea are created from the biopolymerization of apple peels and grape marc supplied by Italian companies, Pinatex is made from pineapple leaves, and BioVeg is made from corn).
Bio-based materials are complemented by technical fabrics in recycled polyester and organic cotton, used on the upper, lining, and insole. Even the packaging is designed to have a positive impact on the environment: the box is made of recycled paper and contains a "seed bomb" to contribute to the creation of a biodiversity more favorable to bees.
The Rome pop-up will feature ID.EIGHT's two ongoing styles, Hana and Samji, in all their colorways. Designer Dong Seon Lee (who founded the brand with Giuliana Borzillo) will be present at the pop-up to customize customers' ID.EIGHTs upon request. The dates of these small events will be announced on the brand's Instagram channel.
" Rome Termini Station represents an important showcase for us, with high visibility, as well as a clear signal of the international direction we are trying to give our brand. Through this pop-up, we hope to reach, or at least pique the interest of, an increasingly broad and diverse audience who will embrace our philosophy. We believe in our project and are convinced of the urgent need, which can no longer be postponed, to identify increasingly innovative solutions to reduce the environmental impact associated with our sector, " stated Dong Seon Lee and Giuliana Borzillo.
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ID.EIGHT is the sustainable, cruelty-free, and genderless sneaker brand founded in Florence in 2019 by South Korean designer Dong Seon Lee and Italian product manager Giuliana Borzillo. ID.EIGHT sneakers are made with materials derived from food industry waste—such as apple peels, grape stalks and skins, and pineapple leaves. The brand has already received major awards, including the Pitti Immagine special prize in the Vogue and Altaroma Who is on Next competition, the Green Product Award 2020, and the CALLforFASHION from the MIP incubator in Florence.
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CONTACTS
ID.EIGHT Press Office: Serena Gasparoni sere.gasparoni@gmail.com
Cell: 3405601016
