Sanuk’s latest product drop is all about “high fives + good vibes.”
The Deckers-owned, surf-and-sun-centric shoe brand recently collaborated with surf queen and “cosmic wetsuit” creator Kassia Meador on an eco-friendly capsule channeling their collective respect for the planet and fun, functional footwear.
“I’m stoked on this cozy, cosmic collaboration that pays thoughtful attention to our footprint on the Earth,” said Meador, founder of Kassia+Surf, describing the graphic art on the capsule’s sneaker and sandals as “inspired by my travels in the Southwest and visions of the ancient people.”
Meador added she hopes to honor how these peoples lived in harmony with nature, with the goal of “bringing inspiration and awareness to more sustainable ways we can all choose to live in these modern times.”
The capsule brings Meador’s influence to two of Sanuk’s best-selling styles, both of which are manufactured in northern Vietnam. The upper on the Yoga Sling 3 Kassia Surf sandal—which taps into the red-hot tie-dye trend—offers a 40 percent blend of Unifi Repreve recycled polyester with 60 percent cotton sourced from Better Cotton Initiative certified supplier based in China. The Pair O Dice Kassia Surf sneaker offer a simple, straightforward styling. The slip-on silhouette mixes hemp sourced from northern China with organic cotton, the company said, sourcing from a supplier that meets the Global Recycled Standard and audited through the Fair Wear Foundation.
Sanuk product line manager Heather Ingalls described the Kassia+Surf collab as a “natural partnership.”
“Our core values and brand ethos aligned to focus on our female consumers and sustainability,” she said, adding that the capsule is “designed and developed by women for women.” “With this in mind, we wanted to appeal to an audience that values female empowerment, sustainability and individuality.”
Since Covid-19 interrupted consumers’ lives earlier this year, shoppers have been gravitating to fashion that meets their needs for comfort, and Sanuk general manager Erik Ecklund believes the brand’s wares are well suited to meet changing tastes.
“With most schools and workplaces taking place at home since the beginning of the pandemic, we have seen an increase in demand for our comfort products like Sidewalk Surfer slippers and Yoga Mat sandals,” Ecklund told Sourcing Journal. “The consumer wants to be comfortable at home and Sanuk is able to provide this comfort with our heritage collections.” A rash of notable collabs with partners like Kassia, Grateful Dead and Airstream “have further increased the demand for Sanuk in the marketplace,” he added.
The Sanuk x Kassia+Surf capsule launched on Sept. 1 on sanuk.com, with both pairs retailing for $45. The launch follows a drop earlier this summer offering vegan footwear for men and women made with new SustainaSoles.