Thoughts on Circularity

Is an economic system aimed at eliminating waste and the continual use of resources. We aim to create a closed-loop system, minimize resource inputs, and create as little waste, pollution, and carbon emissions as possible. Our approach is regenerative, and we fully stand by circular fashion principles:


Design with a purpose
for longevity
for resource efficiency
for biodegradability
for recyclability

Source and produce 
more locally
without toxicity
with efficiency
with renewables
with good ethics

A high sense of


Today, about 95% of the over 25 billion pairs of shoes manufactured each year wind up in the world's landfills — a mountain of waste that cannot be recycled because shoes are not built to be recyclable. And the greenhouse gases generated as a result of their production are over the roof. To make it simple, the global fashion industry produced around 2.1 billion tonnes of GHG emissions in 2018, equalling 4% of the global total. This is equivalent to the combined annual GHG emissions of France, Germany, and the United Kingdom. Around 70% of the fashion industry’s emissions came from upstream activities such as materials production, preparation, and processing. The remaining 30% were associated with downstream retail operations, the use-phase, and end-of-use activities. 

Our eco-conscious approach 

to design produces shoes of superior quality and durability. We empower conscious consumers to buy quality over quantity (the only true answer to sustainability). From designing to ethically curating materials to shipping and giving back to the earth, we infuse this sustainable spirit into every step of our sneaker-making process. Our top priority is to improve the environmental footprint.

Circularity means that every part of the lifespan of a shoe is cyclical – it starts with the design of a piece and how much longevity and timelessness it has, then onto the materials and whether or not they are sustainable, before the making of the item – is its production fair and ethical; are workers and animals rights being upheld? Once the piece has become tired, it should be repaired or redesigned, rather than being binned, rented, swapped, or sold second-hand.

Circular Economy

Inspire new... movements

We use less resource-intensive, sustainable, and circular raw materials that we can manage. Our products are designed with an optimal and end-of-life in mind, making them simple to maintain, repair, upgrade, or recycle. We are fully committed to social responsibility and exclusively create ethical clothing per EU labour laws. We are proud to work with factories of the highest standards in compliance with the EU-labor law. We know how our sneakers are manufactured. Fair is one of our core values, and it’s not just about fair wages; it’s also about social responsibility, which includes ensuring a safe and toxic-free work environment. As a fashion R&D startup, New Movements allow you to wear and utilise a good-looking and functional pair of shoes for many years to come.

Instead of fast-fashion items that you only wear for a few months, New Movements shoes will last you and others for many years. The apparel and footwear industry's greenhouse gas emissions are projected to increase by more than 60% by 2030. Giving new life to old products and materials is the core of New Movements’ design philosophy. All our sneaker soles consist of over 80% recycled rubber (like old shoe soles in this picture), all our boxes are made from recycled paper. 

Our goal is to close the loop and prevent shoes from ending up in landfills, like 95% of 25 billion shoes produced annually on a global scale do! Our solution to this problem is to incentivize our customers to send back worn-out New Movements' products to us for free and receive a 20% discount voucher on their next purchase in our webshop. By doing this, we can reduce waste while making fresh new footwear with fewer virgin materials. What goes around comes back around. 

One movement toward a better world. When you walk a mile in these shoes, you take the movement forward. You make waves. And you inspire new... movements.


Steve Tolo