Joya means coconut coir in Swahili and jewel in Portuguese. Three years ago, creator and lead designer Cynthia Tello left her comfortable life as a print designer for the denim brand “7 for all Mankind” in Los Angeles California, to embark on the creation of Joya Da Terra: a sustainable, zero-waste shoe, that draws on the benefits of the coconut tree.

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Joya’s entire production line is focused on re-materialization. The company’s Brazilian eco-leather facility contains its own water treatment plant and all textiles are made from recycled PET plastic bottles in order to minimize manufacturing footprints. The coconut fiber foot-mattress contains anti-bacterial agents, which are coated with a layer of natural latex that molds to your body and stimulates the nerve endings in your feet, while promoting good posture. Natural latex also comprises the soles of the shoes and is a renewable material collected in the Amazon forest, where it provides locals with a source of income without damaging or felling any trees.

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The footwear industry predominantly uses petroleum-based products that are cheap to manufacture but are often unsustainable and many products even contain known carcinogenic chemicals, or polluting leather dyes. Joya aims to promote a better future for our planet, by putting forth a business model that can be duplicated in other coconut growing countries.

+ Joya Da Terra

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