A MARRIAGE OF ITALIAN CRAFTSMANSHIP AND TECHNOLOGY: GEOX LEADS SUSTAINABILITY EFFORTS
By: Hillary LeBlanc
While Geox is a well known household brand, many may not know that their ethos has always been rooted in sustainability. The word Geox is made up of Geo, from the Greek word for ‘earth’, and X, symbolizing advanced technology developed in Italian laboratories, protected by patents on an international level. Through Italian craftsmanship the brand maintains the products with nods to their sustainable roots and have remained true to this through amazing partnerships such as their recent collaboration with Penélope and Mónica Cruz.
Sonya Scodellaro, Marketing Manager of Geox Canada tells us that Geox believes in the philosophy of breathing from well-being to comfort.
“We stand for improving people’s well-being on the move in their daily lives. Breathing (RespiraTM) means ongoing innovation, research and experimentation in a quest to improve our experience of life through the shoes and clothes we wear. We embrace a philosophy that combines creativity, performance, style, technology and respect for the environment as well as people. The name Geox captures the essence of our efforts and energies, our drive and experience and our care and attention to detail, as we place research at the service of quality and everyday elegance.”
This philosophy was a compelling reason why Penélope & Mónica felt the partnership with Geox was a natural fit. Earlier this year, Penélope shared with Geox that it wasn't the first time that she has designed with Mónica. They like working together and we are both passionate about fashion. On this particular collab, they were inspired by GEOX's philosophy noting that “each single piece must meet stringent quality standards in terms of materials and technology, but it must also have plenty of contemporary verve”.
Mr. Mario Moretti Polegato, founder and Chairman of Geox has shared that he is thrilled to work with Penélope on a second collection. “We are glad to have Penélope Cruz by our side again. A versatile actress and a woman of great charisma, she is an artist who embodies to perfection Geox's contemporary core and international flair”. Penélope shared a similar sentiment with Geox: “There were several meetings and we exchanged lots of ideas. There was one thing that we immediately agreed on though. Women do so many different things day in and day out. So, our ideal woman is versatile. It is no coincidence that our collections are tailored to fit the complex and diverse world of women who have such different needs: elegance, comfort and even a longing for a splash of colour.”
Scodellaro shares that Penélope and Monica’s versatility shines through the latest collection. “The Collection designed by Penélope and Mónica epitomize the sheer versatility and elegance of the brand. This aesthetic foray into a captivating city brings to the forefront the important value of outperforming, comfortable and invariably stylish footwear and outerwear designed to make all women feel at ease. A style, mantra and an image which is also characteristic of the chosen location for Geox's Fall/Winter 2024 Campaign: New York City. Here, in this quintessentially cosmopolitan city, Penélope interpreted the theme of breathing, a topic that has always been close to Geox’s heart. The campaign conveys a message of energy, freshness and a yearning to explore. The actress is portrayed in a variety of situations in the images, but she seems to assume all the energy of this busy bustling city which is always one step ahead of fashion.”
She adds that the Outerwear Collection is a “sweet spot of elegance and sustainability. The designs are comfortable, yet feminine, cocooning and contemporary. Particularly worthy of note are the materials and colors, as is evident from the muted-grey Diamond longline faux-fur coat which will prove to be a key piece for the first chills of Winter. Filled with recycled EcologicWARM padding, this piece guarantees maximum thermal insulation and protection up to -10°C.” Scodellaro tells us that all coats from the latest collection feature the recycled EcologicWARM padding.
Geox has also introduced a padded reversible cape; silver on one side and an energetic animal print on the other with a stylish three-quarter sleeve and a rounded hood which also boasts an ultra-light recycled shiny nylon. Rounding out Outerwear is the Diamond longline vest with an interwoven pattern ready to instantly refresh any look. Scodellaro says the Diamond longline vest is constructed in an ultra-light recycled nylon with a water-resistant wind-blocking surface, and once again features recycled padding, a nod to Geox’s commitment to sustainability.
Naturally, footwear in the Capsule Collection also feature RespiraTM technology. “The footwear part of the Capsule Collection features our hi-tech Nebula 2.0 Sneaker, with an ergonomic design, perforated sole and breathable waterproof membrane – RespiraTM sole technology which is a staple in all Geox footwear. Penélope and Mónica's take on this style comes in three different hues which range from a classic black to warm autumnal cognac and browns. The sisters’ spin on sneakers makes superb use of material contrasts: nappa and patent, nappa and suede and metallic detailing.”
Throughout the 33 years that Geox has been in businesses, Geox’s ethos and commitment still guides the brand. Mr. Polegato conceived of the revolutionary solution of piercing the rubber soles of his shoes to allow his feet to breathe during a trip to Nevada. Scodellaro shares that this innovation is how the brand grew.
“It didn’t take long to turn the idea into reality, as is evidenced by the many successes built on this idea over the years: high-tech solutions applied to both shoes and clothing, internal and external tests in real-world environments and in extreme situations, from racing circuits to ski pistes. As the brand-name itself indicates, Geox products are a fusion of fine Italian design and cutting-edge technology. The technical and creative laboratory is the beating heart of the company's research and development activities. During the course of time, it has applied and patented the exclusive properties of Breathability, Water Resistance and Heat Regulation offered by shoes to outerwear as well. This is how the Montebelluna-based company became one of the most representative case histories of industrial success inItaly, growing at a rapid pace and continuing to invest heavily in the development of brand-new technologies and ever increasingly advanced products.”
With sustainability at the core of Geox, it is no surprise that well-being and philanthropy are also part of the daily minutia of Geox. “A pursuit of well-being, not only for the individual, but also for the environment and society as a whole. As far back as 2005 after its stock market listing, the Geox Group set up an Ethics Committee whose aim was to foster internal dialogue about ethics and sustainability. Over the years, Mr. Polegato, who headed the Committee, was joined by the likes of Joaquin Navarro-Valls (former spokesperson for Pope John Paul II) and the Nobel-prize winner Kofi Annan (former secretary general of the UN); today, Chemi Peres, chairman of the Peres Foundation, is at the helm of the Ethics Committee. It was the steadfast efforts of this committee that brought into existence a Code of Ethics (last updated in 2018) which, in turn, gave rise to a code of conduct that all Geox stakeholders are obliged to adhere to, and which provides guidelines on ethical behavior, transparency, health, safety and environmental stewardship.”
In the pursuit of Geox’s sustainability goals, they also signed the Fashion Pact set up in 2019 at the G7 summit in Biarritz, feeling it would be a natural step forward. A global coalition of leading companies in the fashion and textile business, including their suppliers and distributors, the Fashion Pact is committed to achieving a series of key goals in three areas: halting global warming, restoring biodiversity and protecting the oceans. Since GEOX decided a long time ago to stand behind the use of sustainable materials for its collections by way of sourcing the most innovative and outperforming ones on the market, this seemed like a natural fit.
Some of the innovative materials for their Footwear Collections includes ECONYL mesh uppers, which have been incorporated into Sneakers. This involves a revolutionary yarn obtained from fishing nets, carpets and industrial plastic waste, which can be regenerated over and over again and reduces its own impact on global warming by 90% (as compared to an ordinary petroleum-derived nylon). In addition, we have learned that Geox leathers are tanned without heavy metals (vegetable or synthetic tanning) and instead they use VEGEA, a material with a high content of plant-based renewable and recycled materials.
Scodellaro also explains that Geox uses GOTS-certified organic cotton (Global Organic Textile Standard), made from organically-farmed natural fibres, which is thought by many to be the most important international standard for textiles also incorporated into footwear. “For our Outerwear Collection, XDown (regenerated down) and EcologicWARM (synthetic fibres obtained from recycled materials) is used for the padding; recycled polyester for the outerwear lining, labels and some of the mesh uppers. A true commitment to on-going sustainability. Also we proudly use packaging that does not harm forestland! Our boxes and shopping bags have been sourced from certified FSC (Forest Stewardship Council) dealers since 2020. In 2023, GEOX moved to use only recyclable materials for its packaging purchased from certified dealers.”
Geox continues to be a leader in sustainability and forward, functional fashion while bringing in powerhouses such as the Cruz sisters - keeping the brand fresh.