Hugs&Co.
Hugs & Co. is a premium British footwear brand founded by brothers Benjie and Hugo Davis. The brand’s commitment to introducing sustainability into the luxury footwear market inspired the design of a new style of loafer incorporating a sustainable element. As it happens, investing in recycled tyre rubber to create a high-quality sole proved to be the creative spark that led Hugs & Co. to launch its f lagship range of TS1 Driving loafers. Tastefully finished with Italian leather uppers, the TS1 loafer is now the brand’s signature product, distinguishing Hugs & Co. from its competitors. After experimenting with sole designs inspired by the tread of historic racing tyres, the Davis brothers realised they could utilise actual tyre rubber. Although aware of its previous use in footwear, such as Africa’s 1000 Miler sandals, luxury shoes had yet to incorporate this material. Benjie Davis hand-crafted the first prototype using a racing car tyre from a previous project.
Using environmentally responsible components is not a compromise; it is an enhancement of the original hybrid shoe design. Previously, driving loafers had a limited lifespan. Now, thanks to this material, they have evolved into a longerlasting product.
Hugs & Co., recognising the potential of recycled tyres, partnered with tyre recycling companies to secure high-quality rubber for their stamping process. By using waste tyres for their soles, they create a more sustainable shoe while also reducing energy consumption, as the process uses only a fraction of the energy compared to moulding new materials. They source factory seconds or used tyres destined for scrap, and a low-energy machine strips the tyre tread. The soles are then cut from these tyre ’plates’ using a traditional leather-cutting method, with any leftover material further recycled. Once cut, the soles are stitched to the leather uppers, and the durability of the tyre material extends the lifespan of the shoes significantly. All leather used by Hugs & Co. is sustainably certified, ensuring minimal environmental impact. 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.
Hugs & Co.’s creative journey continues with the launch of a line of espadrilles featuring the same recycled tyre rubber sole. Hugs & Co. plans to expand and introduce more styles as the collection gains popularity. 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. For Hugs & Co., using environmentally responsible components is not a compromise, but rather an enhancement of their original hybrid shoe design. Previously, driving loafers had a limited lifespan, but with the addition of recycled tyre rubber, Hugs & Co. have transformed the shoe into a more durable product.
Website: hugsandco.com
Instagram:hugsco
Email: info@hugsandco.com
Country: United Kingdom
