RE49 Italian Sustainable Shoes: the benchmark for the applied circular
economy to fashion. The brand and project RE49 was born from the heritage
of the Eredi Masolini shoe factory in Udine, Italy, and the desire of Nicola, the
fourth generation, to create “something that doesn’t yet exist”. RE49 is a
brand, but also a tech project that includes a blockchain software to certify the
authenticity of the applied circular economy.
RE49 was born with the aim of being the exclusive partner of established
fashion and design brands, to create iconic shoes with production waste or
excess of production. The basic collections of RE49 are already iconic: we
collect sunbeds, deck chairs and umbrellas from the beaches destined for
disposal, sails used by regattas, the tires of cars and bicycles, the cotton of
hotel sponges and we transform them into footwear that narrate beaches,
miles and seas, kilometers lived and linked to an imaginary of well-being and
dolce vita. All certified by our blockchain.
The brand identity is linked to:
-
Craftsmanship, creativity and Made in Italy
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Sustainability in the Circular Economy through the use of materials that
are not newly industrialized -
Digitization and blockchain
By combining these three macro-areas, the RE49 brand mixes a return to the
past, but with the contemporaneity of sustainability and
the application of the fashionable blockchain to guarantee the ETHICS of
the company by tracing all the processes from the collection of unused
materials or destined for waste, the production and marketing processes.
RE49 as RETURN TO 1949 when the founder Masolini registered the first
shoe factory. Years in which Mr Masolini produced shoes using waste
material such as disused military uniforms and car and bicycle tires. In that
time it was survival; today it is a necessity to preserve the environment.
RE49 as RE-CYCLE, RE-USE and RE-BORN: recycle, reuse materials
destined for the end of their life cycle and revive them in new products.
CIRCULAR ECONOMY means precisely this: to produce using existing
materials and materials that have already finished their first life cycle in order
not to exploit further raw resources, to avoid industrial over-production, for a
more ethical economy.
Vision & Mission
Everything we do today is for the children of tomorrow
Be the benchmark of the applied circular economy
Recycling as the new luxury
We want to be promoters of a philosophy “nature and humankind centered”.
We dream of a greener world, a more ethical and sustainable industry. We
research and select materials from inventories and / or discarded and adapt
them to create shoes with contemporary lines, handmade, sustainable and
durable. We give a second life to otherwise forgotten materials.
Proposal of value
materials destined for disposal
phases
process
RE49 shoes are small works of art with a story to tell, All made with recycled
or discarded materials, materials from over production or storage, they are
born with the intent to carry a philosophy of Green lifestyle, real sustainability,
communion and cohesion with nature, avoiding the waste of additional natural
resources.
The RE49 shoes are made with disused sails, the spinnaker of racing boats,
with the decommissioned sun beds, deck chairs or umbrellas of Italian
beaches, with jeans of the big brands destined for destruction, with
technological upholstery or fashion materials, with waste materials from sofa
and upholstery production.
Some RE49s are already iconic: the shoes made with the beach beds of the
Italian beaches have been mentioned in several magazines and magazines.
The shoes made with the abandoned fabrics used for hammocks in the, now
relive with the dreams of that era. Each shoe, each version, tells a small or
large Italian story. CORRIERE DELLA SERA, RAI, Canale Cinque, Vogue
Italia, Millionaire and many national and international newspapers have
already talked about us. We have been awarded as Start Up of the Year In
June 2021 at Pitti Uomo, Red Bull Organic 2021 in Milan, Finalist at the
Luxury Venture Summit in Geneve in 2022.
The patent
RE49 has registered a patent for the construction of the upper with the use of
the “spinnaker” of sailing boats.
Market positioning
RE49 is a brand of made in Italy casual exclusive that is placed in a
premium market range or nearly entry to luxury for the following
characteristics:
economy as a prerequisite for a luxury product;
