Shoe brand opens doors to its secrets

Source: Thesus

In the realm of shoe manufacturing, secrets are often closely guarded. Intellectual property is shielded behind locked doors, with only a select few privy to the intricate processes that bring footwear to life. But what if I told you that one brand has defied convention and thrown open the gates to its most prized possession — the blueprint behind the making of its iconic boot?

In my years as a shoemaker, my father instilled in me a strict policy of guarding our manufacturing process like a treasure trove. Not even the most esteemed buyers were granted a glimpse into our factory’s inner workings. We safeguarded our intellectual property with an unwavering resolve. So, when I stumbled upon the news that Thesus, a decade-old shoe brand, had decided to unveil the entire design, materials used, and making process of its best-selling eco-friendly Weekend Boot™, I couldn’t help but be taken aback.

Part of me wonders whether Thesus is trying to solve some sort of problem, because I'm also reminded of Allbirds, the eco-friendly footwear maker, which has been experiencing declining sales despite its environmentally friendly focus. In an effort not to be critical, I decided to write the article as an informative piece. Nevertheless, I hope it will stimulate thought-provoking discussions.

Sofi Khwaja, the co-founder, and CEO of Thesus, explains the rationale behind this unprecedented decision in an article she wrote on Medium. Khwaja’s journey with Thesus began in 2014 when she and her husband embarked on a mission to create a sustainable Wellington boot. After years of meticulous development, they birthed the Weekend Boot™ — a rain- and snow-proof marvel designed for both hiking and everyday wear. In just over three years, she says they sold more than $3M worth of The Weekend Boot™. Made from 96% renewable and recycled materials, the boot boasts an impressive eco-friendly profile. From the recycled plastic upper sourced from ocean waste to the water-based glues free from toxic chemicals, every detail speaks volumes about Thesus’s dedication to environmental responsibility.

Today, what sets Thesus apart isn’t just its eco-friendly approach; it’s the brand’s willingness to share its hard-earned knowledge with the world. On its Website Thesus provides a listing of its producers, materials suppliers, design thinking, and ecosystem mapping for its Weekend Boot™.

Khwaja’s decision to make the boot’s design open source is a bold move in an industry where proprietary information is king. By providing access to their list of materials, suppliers, and design philosophy, Thesus is inviting potential collaborators and competitors alike to partake in their journey towards sustainability.

Thesus has decided to take transparency to a whole new level. By encouraging other players in the industry to utilize their knowledge for the greater good, Thesus is paving the way for a greener future — one boot at a time. But the question remains: Why would a company willingly expose itself to the risk of imitation? Khwaja’s answer is simple yet profound. Thesus isn’t just in the business of selling boots; it’s on a mission to drive change. By sharing their insights and expertise, they hope to inspire others to join the sustainability revolution.

As the world grapples with environmental challenges, Thesus’s bold move serves as a beacon of hope. It’s a reminder that sometimes, the greatest impact comes not from guarding our secrets, but from sharing them with the world. In an industry fuelled by competition, Thesus is leading by example, proving that collaboration is the key to a brighter, more sustainable future.