Will Verona, Founder of PURIFIED / Biodegradable Durable Sneakers

On a factory trip to Sri Lanka, shoe designer Will Verona was confronted with a shocking sight: a 50-meter high mountain of plastic waste. 'Trash mountain' would later collapse, with tragic consequences. Reflecting on his industry’s role in the environmental crisis, Will knew that something had to change. Determined to be a part of the solution, he began to explore the use of novel natural materials in his designs.

PURIFIED is a London-based shoe brand creating 100% plastic-free footwear, solely from natural materials. 25 billion shoes are produced each year. Almost all are unrecyclable, destined to spend generations in landfill. The shoe industry’s reliance on synthetic materials and toxic glues doesn’t only lead to waste and environmental degradation - it compromises shoe quality and comfort.

PURIFIED’s 100% natural shoes enable you to “Return to Earth” with every step, before they safely rejoin the natural cycle after years of wear. They go straight to the source - seeking the knowledge of farmers and craftsman who know our land best. Working together, they move away from the synthetic materials, toxic glues and industrial processes that characterise today’s shoe industry.