Step into lasting comfort – Footwear News

A lingering desire for comfort has driven post-pandemic trends in footwear – and for Twisted X®, that means staying rooted in its mission to create tough, yet satisfying footwear with an added dose of sustainability-focused insight.

Twisted X, a Texas-based footwear brand that promises unparalleled comfort, combines its CellStretch® comfort technology with sustainable materials and practices in its collections.

To continue its greening efforts, Twisted X has expanded its collection of eco-fabrics (ecoTWX®), which is a fabric spun from recycled plastic bottles, and now uses a variation of it for its shoe lining (ecoTWEED ™), allowing the brand to migrate from nylon lining to a 50/50 ecoTWEED™ and bamboo charcoal blend that is more breathable, moisture-wicking, antibacterial and odor-absorbing, as well as softer.

Another standout sustainably-made item is its Blend85™ insoles, which harness at least 85% of recycled factory waste and reincarnate it into a more comfortable sole compared to its previous insoles, the brand said.

Prasad Reddy, President and CEO of Twisted X, told FN that “As the generational migration shifts from sneakers to work or light work/light duties, consumers are increasingly looking for the same level of comfort and functionality they grew to love.

Reddy added that the brand also sees sustainability becoming and continuing to be more embraced in the footwear industry, particularly in the outdoor category.

“Sustainable materials and practices are becoming more prevalent as our target audiences become younger and more self-aware with a desire to better the planet, including our core Western audience who want to stay loyal to the earth as it lives and loves the earth (literally.) We expect to see the hunting and outdoor shoe space increase its sustainability angle as well.

Here, Reddy talks to FN about the brand’s drive for sustainability, its Zero-X™ collection, and why Twisted X is utterly distinctive in the footwear segment.

Fairchild Studio: What sets Twisted X’s approach to sustainability apart?

Prasad Reddy: Sustainability is the backbone of Twisted X and is one of our four fundamental pillars: Product, Planet, Philanthropy and Partnership. We feel it is our responsibility as individuals to do something, otherwise what kind of planet would we leave to future generations? It’s not just based on us doing something good just to say we did it, it’s that we have to do something before it gets disastrous. This is why we keep sustainability at the forefront of our concerns in all aspects of our business and carefully select these products and materials.

Sustainability is second nature to us and is fully embedded in our brand DNA. From creating new eco-friendly materials to exploring new construction techniques, Twisted X holistically evaluates every step of our process to continue creating eco-friendly materials and production processes without compromising quality and performance.

Twisted X is committed to taking small steps to make a big difference throughout our operations. In 2020, we became carbon neutral in our headquarters, as well as in our global factories, distribution and shipping. Because of our commitment to sustainability, we have hired a sustainability strategist, whose role is to define, measure and report on metrics to quantify our efforts. Additionally, we have committed that by 2022, 100% of our footwear production will contain at least one sustainable component.

At Twisted X Headquarters, we practice what we preach. Our offices are free of single-use plastics, use motion-sensor lights to conserve energy use, provide filtered water refill stations and plentiful recycling, and even offer interest-free loans to employees who purchase electric vehicles.

Our main goal is to help everyone get involved in our mission for the benefit of the environment. When more people support us, we can make a huge difference. As an individual or as a company, we have an impact, but if we have millions on our side, we will have a huge impact. We are happy to see more people getting involved and we hope to see more companies and businesses do the same.


Prasad Reddy, President and CEO of Twisted X

Fairchild Studio: How does Twisted X source and select materials?

PR: We look to nature for inspiration when it comes to using eco-friendly materials in our products. Twisted X currently uses natural materials such as merino wool, cork, molasses, bamboo and rice husk in our shoes to create a more holistic product.

We’ve found that using sustainable materials for different parts of shoes leads to better shoes – but even beyond our shoes, Twisted X makes a conscious effort to ensure that when we print our catalogs and our printed materials use soy-based ink, recycled paper, and small-batch printing to avoid overproduction and waste. We are also proud to say that our shoe boxes are made from 85% recycled materials and are recyclable.

Fairchild Studio: Tell us about the Zero-X shoe. Why is this a unique product?

PR: Our Zero-X™ collection was first announced in 2020 and made available in 2021 as we sought to revolutionize the way footwear was made. Three years in the making, Zero-X is the first footwear collection created without the use of chemical adhesives, eliminating harmful toxins and high-energy production processes, furthering our promise to protect the planet.

The Zero-X collection utilizes an exclusive interlocking double-stitched construction system, eliminating 75% of the harsh environmental issues created with traditional footwear. The absence of harsh chemical adhesives, incised dust, debris and the elimination of heating and cooling generation energy add to the mass of ecological benefits of Zero-X.

Twisted X is proud to be at the forefront of this initiative, removing these harmful processes from our factories and environment. When we were challenged and told during our design phase that we had to have some glue on the insole and lining of the shoe, we kept trying and working to make sure this shoe without glue means no glue – not even a drop.

The collection is lightweight and breathable and features ecoTWX® uppers, created from an average of 13 recycled plastic bottles recovered from oceans and landfills, outsoles incorporating rice husks, an agricultural by-product, bamboo laces and lasting comfort thanks to the internal BioBlend™ midsole, based on castor oil. Plus, one tree is planted for every pair sold through our partnership with One Tree Planted®.

Fairchild Studio: How does the Twisted X brand/aesthetic differentiate itself in the footwear segment?

PR: Twisted X was born out of a desire for comfortable, quality and innovative footwear and provided an opportunity to change Western industry. Today, through our rebellious and relentless drive to create uncompromising innovation in comfort and durability, Twisted X has created a wide range of styles for the lifestyle, outdoor, work and western markets. , while honoring our Western roots and heritage.

Our cutting-edge comfort technologies and eco-friendly spirit set us apart in the industry, allowing us to constantly create new, innovative products. We pay unparalleled attention to design that allows us to constantly develop innovative shoe styles and pride ourselves on creating high quality products that our customers love.

Fairchild Studio: What’s next for Twisted X?

PR: I’m incredibly proud of our Twisted X team for the hard work everyone has put in to overcome all the challenges over the past few years. We have the best team in the industry, and many of our industry peers have commented on our incredible progress over the past few years.

Twisted X continues to raise the bar through innovation in manufacturing, shipping, material creation and production. We have exciting new launches ahead, including a collaboration with renowned Texas artist and philanthropist, Olivia Bennett, to showcase a new collection hitting the market in 2022 with a focus on sustainability, innovation and Twisted X’s philosophy of being humble and kind. . In 2021 Twisted X entered into a licensing agreement with Wrangler to design, manufacture and distribute Wrangler footwear.

To continue these efforts, Twisted X is thrilled to announce that we will be releasing a commemorative collection in conjunction with Wrangler to celebrate its 75th anniversary. Each of these collections is designed with sustainability at the forefront and elevates to our masterful effort to ensure that every pair of Twisted X shoes produced in 2022 and beyond includes at least one element of sustainability.

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