Where does sustainability fit into licensing? (Part 2)

Part 1 of a 2 Part Series (see part 1 here)

In the first part of this article, we explored how sustainability within licensing agreements provides brands with the opportunity of pioneering seminal approaches to manufacturing, weaving social responsibility into the forefront of the production process. In part 2, we will be shining a light on a specific brand that has been taking centre stage with regards to the sustainability measures outlined within their manufacturing processes and brand partnerships which promote the greater good of the environment, whilst also helping make a permanent mark on the industries they operate in. So, in the name of baring the soul of the footwear industry, we will be delving the eco-friendly engineering principles behind the brand Vibram.

Vibram was founded in 1937 and is well-known for its innovative shoe design and incredible footwear soles. Based in Albizzate, Italy, Vibram both manufactures and licenses the production of Vibram branded rubber outsoles for footwear. With an eclectic mix of partners ranging from outdoor brands to fashion houses, Vibram still continues to stay true to the values that guide their production principles, paying particular attention to the resources they use in their manufacturing process.

For Vibram, sustainability is a dimension they have sought to integrate into the very core of their business, revolving around 6 key pillars: Organisation and procedures, product innovation, energy and energy efficiency, supply chain, waste and scrap, and stakeholders. This approach has been dubbed “The Sustainable Way”, a plan to improve sustainability performance, specifically focusing on those activities and projects that guarantee economic growth, whilst respecting people and the planet. This is a top priority for Vibram, and with this project they have formally committed to understanding what sustainability means for the company, putting it into practice both in terms of strategy and daily operations.

Clearly, sustainable development is at the heart of Vibram, and reducing scrap and waste is one of the key aspects of their virtuous management of waste from the perspective of a circular economy. They cut down production waste through efficient processes, reducing office consumable waste and eliminating hazardous waste. This sustainable approach doesn’t just end here though, it has also been threaded into the practices of the Vibram Connection Lab, a multi-purpose laboratory created in 2018 during Milan Design Week as a hub that can unite stimuli from different sectors to foster inspirational creativity, one of Vibram’s core values.

This was the genesis of the 1017 Alyx 9SM footwear models, which ended up inspiring further footwear developments such as the Nike x MMW Free TR 3 SP sneaker that can double as an inspiration for training and urban style if you add the Vibram cramp-on. “I think the most sustainable thing in the world is to make something that lasts for a long time and this led me to work with Vibram,” says the designer Matthew Williams, “which gives you another reason to buy the product. Working with experts in each specific field means that, thanks to everyone’s know-how, you can take a step forward”. 

This goes to show how deeply embedded sustainability is for Vibram, and it seems to form a big part of every step they take with regards to partnerships with other brands. Their strong footing in creating and developing eco-friendly industry leading soles has allowed them to extend their values to the brands they partner with, inspiring them to think more about the way they create their products both in collaboration and in-house.

Today, Vibram are still relentlessly upholding their sustainability values, and by wearing them on their sleeve, they’ve gone to great lengths to make sure that the entire supply chain meets quality and safety norms as well as worker welfare standards. Above all, every link in the supply chain must be involved in the pursuit of sustainability goals. They have written and published their own code of ethics and have shared procurement guidelines with suppliers - a code of ethics which bleeds into everything they do, from the creation of their soles to their partnerships with other brands.