With the detriments of fast fashion and mass-produced footwear (and waste), sustainable shoes are growing in demand and popularity. This is because sustainable shoe brands like MOACONCEPT continue to push the boundaries of eco-conscious style. Through innovative programs like MY OWN ACTION and the brand’s commitment to environmentally sustainable initiatives, MOACONCEPT continues to show us how seamlessly style can be fused with eco-conscious production and distribution.
This is why, at RAREBIRD, we favor MOACONCEPT and why we love to feature their unique designs and styles in our collection. Check out our latest discussion with MOACONCEPT and how the brand is using eco-friendly footwear to drive awareness and foster social and environmental responsibility.
Learn more: What are sustainable sneakers?
Q: Why did MOACONCEPT decide to create a program around sustainable footwear?
MOACONCEPT: For us, sustainability isn’t just about sneakers — it’s about redefining the way a business operates. At the end of 2022, we underwent a major transformation inspired by our history of engaging in urban redevelopment projects and collaborating with street artists to breathe new life into neglected spaces. Becoming a Benefit Corporation was a natural evolution of this mindset.
As sustainability and environmental concerns became increasingly urgent, we felt a strong responsibility to take action. We didn’t want to just follow trends. We wanted to build a new business model that would prioritize sustainability while remaining deeply connected to culture and community.
So we moved away from a profit-first mentality to embrace a model that balances economic growth with environmental and social wellbeing. We know that producing sustainable shoes is a challenge. But we believe the key is taking meaningful steps, no matter how small.
More than anything, we want to inspire change. We aim to ignite a movement and shift in mindset that begins at the grassroots level and grows organically. We hope to create a ripple effect where sustainability is not just an option, but a shared responsibility.
Q: How do you source the materials for your shoes?
MOACONCEPT: After defining the design of our new collections, we conduct on-the-ground research by attending industry trade fairs, identifying the latest trends, and blending them with the ideas from our design team.
We strive to source and use materials produced locally and near our manufacturing sites to minimize emissions caused by transportation between suppliers and producers.
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Q: How many shoes does the MOACONCEPT collect, re-sell, and recycle each year?
MOACONCEPT: Over the past two years, we’ve collected more than 1,000 pairs of used sneakers that, instead of becoming waste, have been given a second life through a recycling process. The rubber from the soles has been recovered and repurposed into secondary raw materials, which can be used for paving public gardens, children’s play areas, soundproofing in construction, or even creating design objects.
Our project also involves collecting used sneakers at selected retail locations, high-footfall areas, and through our innovative 'door-to-door' collection program. With this service, customers can send us their old sneakers directly from home by scheduling a free pickup, carried out using electric vehicles.
Beyond simply collecting sneakers, our goal is to raise awareness within our community, share our mission, and empower people to take their own small action with My Own Action.
Q: MOACONCEPT is sustainable, yet comes across as very tuned into fashion trends. How do you think this sets the brand apart from other sustainable shoe brands?
MOACONCEPT: MOACONCEPT stands out by merging sustainability with contemporary fashion trends, which is something we’ve noticed many eco-conscious brands struggle to achieve. While many sustainable footwear brands focus purely on environmental impact (often sacrificing aesthetic appeal, unfortunately), MOACONCEPT proves that fashion-forward design and responsible production can go hand in hand.
Our eco-friendly footwear collections are inspired by art, music, and urban culture and incorporate global influences from cities like New York, Tokyo, Paris, and Copenhagen. Each sneaker tells a story, fusing vintage inspirations with modern craftsmanship to showcase how sustainability doesn’t have to mean sacrificing style. But what truly sets us apart from other brands is our commitment to local and responsible production. We have brought 80% of our manufacturing back to Italy, reducing CO₂ emissions associated with long-distance transportation while preserving artisanal expertise.
We go beyond just using sustainable materials. Our My Own Action project actively involves our customers in a circular economy by collecting and recycling used sneakers, turning waste into new opportunities.
And unlike other eco-conscious brands that primarily highlight their environmental efforts, MOACONCEPT creates a lifestyle and cultural movement. Through collaborations with artists, musicians, and events like marathons and concerts, we engage our community in sustainability in a way that feels natural and aspirational.
Our goal isn’t just selling sneakers, but also inspiring a shift in mindset, where fashion, culture, and sustainability interconnect. MOACONCEPT is a brand for those who refuse to compromise — people who want to wear cutting-edge fashion while making a positive impact.
Q: Do you know some of the places your recycled materials have gone?
MOACONCEPT: Yes! Part of the secondary raw materials generated from recycling the soles of our sneakers has been used to pave children's play areas in Italy.
Q: What plans, if any, do you have to expand the program?
MOACONCEPT: We are constantly working to expand our sustainable initiatives, with a key focus on growing our network of collection points. Our goal is to integrate them into major events like concerts, marathons, and sports competitions to create more opportunities for people to actively participate in the circular economy.
By placing our Used Sneaker Box in high-traffic locations, we make it easier for individuals to contribute to our recycling program — ensuring that old sneakers don’t end up as waste but are instead transformed into valuable secondary raw materials.
Beyond increasing collection points, we’re also enhancing accessibility with our door-to-door pickup service that allows customers to schedule free sneaker collections directly from their homes — with transportation handled by electric vehicles.
We plan to strengthen partnerships with eco-conscious organizations, universities, and cultural initiatives to raise awareness and drive community-driven impact. And recently, we expanded our collaboration with The Social Hub®, placing collection boxes in their locations to encourage sustainability-minded individuals to take action.
We've also launched a secondhand platform, giving customers the opportunity to resell and trade their MOACONCEPT sneakers, further extending the product life cycle. At the core of our expansion is the belief that every action, no matter how small, contributes to meaningful change.
We are continuously growing our program and engaging consumers, businesses, and entire communities — so that sustainability becomes a shared responsibility rather than just an individual choice.
This vision is what drives the future of MOACONCEPT and My Own Action.
Finally, we’re introducing a limited-edition eco-conscious sneaker, featuring a sole made from recycled rubber and an upper crafted from leather offcuts sourced from our warehouse production waste. This model is designed around the core principle of the 3Rs: Reduce, Reuse, Recycle. We don’t just follow trends; we redefine them with purpose.
RAREBIRD is redefining footwear with MOACONCEPT!
MOACONCEPT calls on customers to take action because they strongly believe that real change happens when we all embrace a shared philosophy based on respect and responsible resource management. Just like MOACONCEPT, we at RAREBIRD strive to create awareness around sustainable fashion through our carefully curated collections and by helping inspire others to have a more responsible and sustainable mindset.
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