Over 794,000 scrap tires were thrown away everyday in the US in 2003. That’s about 290 million in one year! Shoe company Flat Tire Footwear has vowed to fight this wasteful practice by introducing the first-ever soles containing crumb rubber, the same material used to cushion the surfaces of playgrounds, running tracks, and stadium surfaces.
Ed Begley Jr. and Rachelle Carson — stars of the reality program Living With Ed — were so taken with the company that they decided to wear the shoes (well, Ed wore the shoes, Rachelle chose heels) to the 2007 Environmental Media Awards. The company even had a pair made specially for Ed with a bamboo upper instead of leather; something we would love to see in their standard product line.
Companies keep getting very creative in their efforts to combine eco-materials with shoes, shirts, bags, and other items. We’re happy to see Flat Tire jump feet first into this industry and wish them great success in getting more green onto the soles of others.