Rubber Hall
Hugs&Co.
Hugs & Co. is a premium British footwear brand developed by brothers Benjie and Hugo Davis. The brand’s commitment to introducing sustainability to the luxury footwear market spurred the company to design a new style of loafer that incorporates a sustainable element. As it turns out, investing in recycled tyre rubber to create a top-quality sole proved to be the creative spark that led Hugs & Co. to launch its flagship range of TS1 Driving loafers. Tastefully finished with Italian leather uppers, the TS1 loafer is now the brand’s signature product, setting Hugs & Co. apart from the competition.
After experimenting with sole designs inspired by the tread of historic racing tyres, the Davis brothers, founders of Hugs & Co., realized they could utilize actual tyre rubber. While aware of previous uses in footwear, such as Africa’s 1000 Miler sandals, luxury shoes had not yet incorporated this material. Benjie Davis crafted the first prototype by hand using a racing car tyre from a previous project.
Recognizing the potential, Hugs & Co. sought out tyre recycling companies to secure high-quality rubber suitable for their stamping process. “Producing these soles uses only a fraction of the energy required to mold new materials from scratch, making the process highly energy-efficient. Repurposing waste material is also a significant step toward sustainable fashion,” Hugs & C. explained.
The introduction of Hugs & Co.’s sustainable concept, embodied in their TS1 Driving loafers, has been enthusiastically received. Customers have embraced the TS1 Driving loafers, and journalists covering sustainable fashion and luxury markets have shown particular interest. Although the driving loafer took a full year to develop, Hugs & Co.’s creative journey continues:
“This year, we launched a line of espadrilles featuring the same recycled tyre rubber sole. We plan to expand and introduce more styles as the collection gains popularity,” revealed a spokesperson for Hugs & Co.
While recycled tyre rubber is exceptionally durable, Hugs & Co.’s designers were most surprised by its quality. Beyond durability, soles made from recycled tyre rubber provide excellent grip on outdoor surfaces. Throughout the development process, Hugs & Co. also significantly enhanced the functionality of their loafers’ design.
“Using environmentally responsible components is not a compromise; it’s an enhancement of the original hybrid shoe design. Previously, driving loafers had a limited lifespan. Now, thanks to this new material, they have evolved into a longer-lasting product,” explained Hugs & Co.
“We genuinely encourage anyone interested to explore recycled rubber! It’s widely available, and recycling plants can supply it in various formats. We’ve developed a product that makes a small difference, but every industry could benefit from considering tyre rubber as a raw material,” concluded Hugs & Co.
