Our lives often follow a linear path. We buy something, throw it away when we’re done with it, and that’s where too many stories end. This pattern leads to a lot of waste. If we want to combat this wastefulness, it’s time to start living life in a circle. Completing the circle means taking the waste and turning it into something new. This circular approach to life is exactly what Circle by Norm is all about.

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A person posing while wearing a pair of white sneakers.

Belgian sneaker brand Norm is taking steps toward a sustainable future. The Circle by Norm recycling campaign aims to create a more circular approach toward making shoes. This means Norm will collect used shoes, give away pairs that can still be worn and recycle those that are beyond repair into new shoes.

Related: Biodegradable children’s shoes come with expiration date

The bottom half of a person crouching while wearing a pair of gray sneakers.

“By launching our brand, we wanted to have a positive impact on society while producing a shoe with a studied design,” said Nicolas Lavigna, Norm co-founder and designer. “With this first campaign, we hope to achieve 20% recycled shoes.”

A close-up of a person's feet wearing a pair of blue sneakers.

These shoes are made in Europe, and 90% of each shoe’s components come from recycled materials. For example, each pair is made using six recycled water bottles. According to the company, this helps reduce the shoes’ environmental impact by 80% compared to traditional sneakers. The carbon footprint of each pair is 6.5 kg, while the footprint of conventional sneakers is typically 32 kg. But Norm doesn’t stop there — for every pair of shoes sold, the company will also plant two trees.

A close-up of a pair of red sneakers.

Norm was built on the principles of sustainability, transparency and modernity. The brand’s Circle campaign perfectly captures these principles. In trying to create the most sustainable sneakers possible, Norm is also setting an example for others. This initiative to recycle and reuse embraces the circular economy and provides a blueprint that other companies can follow as the world works toward a more sustainable future.

+ Norm

Images via Norm