MSGM Founder Massimo Giorgetti on Launching His First Eco-Friendly Sneaker, Greenwashing and What’s Next

Two years after launching its first sustainably minded “Fantastic Green” ready-to-wear micro collection, MSGM has unveiled its first eco-friendly shoe range. According to the Italian fashion brand, the unisex collection features a high-top and low-top sneaker silhouette in a array of earthy colors including nude, brown, green and purple. Called the FG1 sneakers, the shoes were made in collaboration with ACBC, an Italian B Corp specializing in footwear. In an exclusive interview with FN, MSGM founder and creative director Massimo Giorgetti said that the ACBC team “accompanied” the brand during the entire six-month process, from the creative phase to final production. “Thanks to their know-how, we finally created a sustainable shoe made with responsible materials,” Giorgetti said. Massimo Giorgetti after the MSGM fashion show during Milan Fashion Week on Feb. 25, 2023. CREDIT: Getty Images Diving into the shoes’ construction, the uppers were made from VegSkin, a vegetable-tanned leather that uses only natural tannins extracted from chestnut and quebracho wood to transform raw hide into the final material. Plus, the sole is made with ReRubber, which uses recycled pre-consumer factory waste. And the lining, labels and laces are made from recycled plastic bottles. Giorgetti pointed out that the project reflected the brand’s determination to seek out

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