Earth Day 2024: schuh x Vintage Threads

Here at schuh, we’re pleased to announce a brand-new collaboration with one of the UK’s leading premium curated vintage and reworked clothing retailers. 

Joining forces to launch this unique project will witness the delivery of 57 one-of handmade pieces ahead of Earth Day 2024. 

As one of the most well known British footwear retailers, we’re delighted to be able to partner with a design house who ‘expertly deconstruct preloved footwear and recreate them into one of a kind pieces.’ 

And what better time to do it than in the build up to Earth Day? 

So, what’s it all about?

What does the partnership entail?

The Vintage Threads partnership takes our pre-existing Sell Your Soles scheme, in which customers can exchange preloved, unwanted footwear for money off a new pair, and adds even more longevity to their materials.

The Sell Your Soles scheme, which launched back in 2019, has already witnessed the donation of more than 24,000 trees (Nov 2019 – Jan 2024) to the World Land Trust through 223 tonnes of collected footwear for resale and recycling. Better yet, from every schuh x Vintage Threads Earth Day ‘24 Capsule Collection piece sold, 100% of the profits will be going to the World Land Trust.

Our Chief Marketing Officer, Stephanie Legg, commented: “ The Partnership with Vintage Threads underscores our ongoing commitment to social responsibility. As we expand our responsible product offering, we are continuing to meet the demands of our conscious consumers, while helping to make more sustainable fashion choices, and through charitable donations to World Land Trust, we’re not only funding the future but actively protecting it.”

The possibilities are endless when it comes to VTRework designs, with pre-loved New Balance and Nike silhouettes being reworked into outwerwear, accessories and homeware. This is the next step in circular fashion!

A leader in the fashion game, Vintage Threads have reworked pieces for celebrities like Ariana Grande and Emma Chamberlain, so if you happen to pick up an item you’re sure to be in good company.

How do I get my hands on schuh x Vintage Threads?

If you’re interested in bagging yourself a truly iconic piece that is not only rich in pre-loved history but equally impressive in its design and development, head to the schuh store on Oxford Circus, London from April 15th where the limited number of items will be on sale – we’re going to have new styles dropping everyday!

Earth Day and Our Purpose

Celebrated annually on the 22nd April, Earth Day is a global opportunity to raise awareness and support for environmental protection. First held back in 1970, Earth Day is now observed in more than 190 countries and celebrated by millions of people. 

One aspect of the Earth Day pledge is a promise to reduce, reuse, and recycle. 

This aligns not only with our collaboration with Vintage Threads but also with our overarching Purpose Pillar of Sustainability. 

Some of our key achievements to date include: 

• Reducing emissions by 76% since our baseline year in 2019 
• Powering 100% of our stores, offices, and warehouses using renewable energy 
• 89% of our own brand leather shoes support responsible LWG certified tanneries

We hope to see you in Oxford Circus soon – hurry before the pieces go!