Converse expands its sustainable outreach with the introduction of Renew Labs. A project led by Converse All Stars to fuel sustainable innovation.
A commitment to renew and refresh your previously loved All Stars. The introduction of Renew Labs invites customers to collaborate and contribute to Converse’s mission to create more sustainable and innovative
ways while extending their product life. Renew Labs will provide Converse consumers a premium service, where they
are able to revive their previously loved Converse sneakers, from quick clean offerings to rubber sole lining repairs and color customization. The pop-up allows consumers to learn more about Converses’ Renew product offering
while spotlighting local sustainable artisans, seamstresses and cobblers.
In addition to the activation space in South Africa, Converse All Stars launched a Renew Labs virtual store on the pacific garbage patch that contains 80MM tons of plastic spread over 1.6MM Square Kilometers, with the aim of closing it down ASAP by donating the proceeds to remove the plastic waste it stands on. The virtual store features a collection of new sustainable prototypes created by the All Stars as part of Renew Labs.
Visitors who make the (digital) pilgrimage to the Renew Labs store have the opportunity to get their hands on some very special one-off samples and WIP prototypes. Created by the Converse All-Stars who experiment with environmentally friendlier dyeing techniques. Imagine Chucks decorated in AirInk that recycles carbon exhaust into deep black ink. Or glow-in-the-dark paint extracted from naturally occurring Escherichia coli (aka E. coli) microbes.
Converse Renew Labs will be available in Johannesburg, at Sandton City Centre Court from 30 April to 2 May 2021.