“Italian ethical luxury shoe brand” ADAR has announced that it will launch its first shoe – a vegan apple leather sneaker – on Kickstarter on Tuesday.

Described by ADAR founders, Zurich-based fashion entrepreneur and designer Luca Matteo Manuzzi and Florentine designer Willy Anne Wijnja, as a “vegan sneaker for a conscious generation”, the Waver features an apple leather and recycled polyester upper. , a 40 mm outsole in recycled rubber, inner lining in bamboo fibers and insole in apple leather and recycled latex.

Each shoe was made in Italy with 100% Italian materials, said ADAR – About Designing Abstract Realities. The brand called the Waver “a premium shoe for discerning sneakerheads who appreciate the importance of craftsmanship, contemporary design, innovation and eco-friendly manufacturing.” According to ADAR, the apple leather used to construct the shoe’s upper and insole is “ecologically sound, breathable, waterproof and durable.”

Florentine designer Willy Anne Wijnja and Zurich fashion entrepreneur and designer Luca Matteo Manuzzi founded ADAR.

“Our mission is to design ethical luxury products for consumers [who] value aesthetics and craftsmanship as much as durability,” Manuzzi said in a statement.

The Waver’s arrival follows appearances at international events, including Phoenix Fashion Week last year. The shoe first became available via a pair of “pre-launch” events last spring and summer. It will cost 335 euros, or $350. A portion of sales from each sneaker will support efforts to build more beehives across Tuscany.

ADAR's first sneaker, the Waver, features an apple leather and recycled polyester upper.

ADAR’s first sneaker, the Waver, features an apple leather and recycled polyester upper.

A report released by the Material Innovation Initiative (MII) earlier this year predicted that the potential global wholesale market for next-generation fashion materials will reach $2.2 billion by 2026. Of the top 40 fashion brands that MII encountered, all but two were “actively seeking” next-generation materials to deploy in their supply chains, he said.

In polls commissioned by the MII, 55% of US respondents and 66% of Chinese respondents said they preferred alternatives to traditional cowhide due to animal welfare and environmental concerns. Most said they would pay more for products made from next-gen materials that align with their values.

Alternative leathers have become a particular area of ​​innovation. This spring, VitroLabs raised $46 Series A from investors like Leonardo DiCaprio and Kering to scale lab-grown leather. In March, Polybion announced the launch of the world’s first bacterial cellulose plant, where it will scale up production of a cellulosic material derived from agro-industrial fruit waste. Late last year, Bestseller and PVH Corp. helped found a cooperative led by Amsterdam’s sustainable innovation platform Fashion for Good and New York-based materials company Ecovative, to bring the petroleum-free, animal-friendly Forager Hides material to the mass market ladder.