Execs at UK-based sustainable sneaker brand, Purified, were shocked and delighted to see Prince William sport their shoes on the green carpet and stage at the Earthshot Prize ceremony in Cape Town. The Earthshot Prize is a renowned competition founded by the Prince himself in 2020.
He wore the brand’s Hevea sneakers, which are made from Earthshot finalist NFW’s plastic-free leather alternative upper, Mirum, and zero-synthetic Pliant outsole made from rubber trees. The shoes come together with a glue-free binding system and hand-harvested materials so that they exist within the earth’s natural cycle.
The appearance comes as independent researcher SATRA has released testing that proves Purified shoes, once buried in soil after the final wear, improve soil standards and enhance plant growth. (In tests, shoes were exposed to soil with tomato and barley plants for 90 days.)
“I had no idea Prince William was going to be wearing the shoes until just before we got here,” offers Mary Allen, creative director at NFW. “It’s such a huge honor. I was told he sourced them himself after learning of our product and it’s a massive boost for us.”
Purified Designer and Founder Will Verona was equally humbled. “We are delighted to have Prince William represent us and the UK’s sustainability efforts at such a prestigious event,” he says. “We only launched only 6 months ago and are incredibly grateful we could appear among such remarkable brands who share our vision for a sustainable, zero-plastic future.”
