In New York City, outspoken rapper, preacher, business mogul and Kardashian spouse Kanye West has launched a new line of sneakers under his Yeezy brand that includes algae-based foam.
Debuting the kicks at the Fast Company Innovation Festival last week, Yeezy designer Steven Smith said “eco-concerns” are “intersecting” with the business. “This is just the beginning of the future that Kanye envisioned for us to start working on,” Smith said.
Conventional ethylene vinyl acetate is still part of the shoe, so they are only partially biodegradable, but a hydroponic algae production facility has been built in Wyoming. “We’re going to be farming and going seed to sole,” West said.
The Yeezy brand—a collaboration between West and Adidas—will launch the shoe in 2020 for about Rs 5,300 (US$74.00). It will only be available in khaki, although the company is reviewing eco-friendly dyes to expand the color options