American Workers Aren’t Asking for Eco-Friendly Boots — Why These Work Brands Are Giving It to Them Anyway

Over the past two years, consumers in the U.S. have been beating the drum of sustainability, calling for manufacturers and retailers to change their ways. And many in the footwear space have answered that call. But in the work category, major players say the demand for eco-conscious products is still heavily outweighed by other factors, namely price and performance. Robin Skillings, VP and global GM of Keen Utility, told FN, “At this point, [our] retail partners tell us they’re not getting questions from their customers about whether the footwear is eco-friendly.” However, like their customers, Keen Utility and other work boot makers have begun building for the next generation, incorporating environmental considerations into their processes either in anticipation of future demand — or driven by their own corporate commitments. “We know that obviously there’s going to be an expanding audience for the sustainability as that younger generation is moving into careers that require footwear or safety footwear,” said Karen McSorley, brand manager of Kodiak. “They’re demanding better from brands. Sustainability is important to them.” Lee Lemon, VP of sales at Twisted X, agreed: “This is not a trend that’s going away. As consumers continue to become more aware of the benefits of sustainably made products,

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