Last week, with unemployment still raging and congress at a standstill over unemployment benefits, GREATS added the Eco Royale to the Royale franchise. A few days in and it seems pretty clear that the Eco Royale is going to be around for awhile and currently the Eco Royale is our #1 & #2 best sellers. Unfortunately, we're already sold out of a few sizes and colors but we'll fix that soon enough. The good news is that it seems some people want a sneaker that is made responsibly and thoughtfully and that considers the environment as well as the workers who are making their sneaker. The Eco Royale does that and it does it at a price that is below $100. Most brands will charge you a premium for a better product. Think Whole Foods - you can have the organic food you're just going to pay more. So much more that Whole Foods is known as "Whole Paycheck" because it's so expensive to shop there. Btw, I am a whole foods customer and have shopped there loyally for many years. But I'm questioning my loyalty now that they are owned by Amazon, but that's an entirely different blog post. Back to the Eco Canvas. What I would like to know, is there a large enough audience in America to forego all the historical trappings of wealth (ie Expensive / Obvious) and express their wealth in a different way. A more environmentally thoughtful way? Or more importantly, wil the average consumer realize that buying smarter, more responsible things is in their own best interest? At some point the environment itself may become a "luxury" available only to the rich who can afford better quality environment. Literally! Whether that means escaping to a farm in New Zealand or a seat on the first rocket to another planet. Wealth provides the means to access things most people can't afford. And yet, the average American (80% of them) live check to check have bought into something most will never achieve. Financial freedom, which is really the closest thing to actual freedom. And if you are a capitalist (I am), you understand that in order to create a world where supply and demand exist you need 1. A healthy earth and 2. Financially solvent consumers of which both have been shown to be under severe pressure. GREATS / I have thought about this idea for years so offering a product that delivers on value and delivers on responsibility (lower environmental impact) seems pretty obvious to me. As an optimist, I'm HOPEFUL we can convert as many people we can to understand this idea. And as a capitalist, it seems obvious. If the 80% of Americans who are barely surviving really wanted to support themselves, wouldn't they buy more responsibly made things and not the things that generate the most compliments?
Consider yourself informed.