Otrium is committed to the mission that all clothing produced should be worn. While no item or fashion brand can claim to be perfectly 'ethical,' there are numerous areas for significant improvements. We want to support fashion companies striving for greater responsibility and to empower consumers with a deeper understanding of what this journey entails - including the challenges along the way.
In our Ethical Conversations series, we explore the various ways brands featured on Otrium are dealing with their impact. This time, we spoke with Nubikk. The brand’s Operations Manager, Inge, and Marketing Manager, Leontine, explained their approach.
How did Nubikk’s journey towards a more responsible approach begin?
It all started with the founder, Daan Baeten. His reason for finding Nubikk was to create durable premium quality shoes. Around 6 years ago, we started accelerating our responsibility efforts, which was encouraged by one of our biggest clients: the Bijenkorf. They only wanted to work together with shoe brands that were audited and certified by several sustainability labels, like LWG or BSCI. At the time, we also became a member of the Leather Working Group (LWG) and encouraged our suppliers to work with certified leather only.
What sustainability initiatives does Nubikk have?
At Nubikk, we don't want to pretend to be at the forefront. But by weaving sustainability into our DNA, we are taking steps forward every day. Here are a few of our initiatives:
1. We work on our supply chain
We produce our entire collection in Europe, mostly in Portugal. Also, our factories all adhere to our Code of Conduct and Business Social Compliance Initiative, ensuring that suppliers adhere to environmentally and socially responsible practices, with a particular focus on improving working conditions and labour rights. Moreover, our main leather suppliers are members of the Leather Working Group (LWG) and meet rigorous standards for responsible sourcing and reduced environmental impact.
2. We offer repair services
We strive to deliver perfect products, but damages or defects sometimes occur. In such cases, we try to repair the products through one of our experts. Only if repair isn’t possible do we offer an alternative solution. To extend the life of damaged shoes, for example, we provide our customers with eyelets, laces, and other parts.
3. We give returns a second chance
Products that are returned or exchanged due to minor imperfections are given a second chance through a local sample sale or an external partner.
How do you involve consumers in sustainability?
Something small we do is that we encourage our customers to return broken shoes for repairs, instead of throwing away a shoe because of a minor issue. In 2023 we successfully repaired 470 pairs. Next to this, we also provide informative content about our responsibility efforts on our website to help customers make informed decisions.
How is Nubikk different from other shoe brands?
Our mission statement, "Lightweight is our luxury standard," emphasises comfort and quality. All our shoes, from high-knee boots to sneakers, are lightweight, comfortable, and made from high-quality materials. We see that customers value this approach via their positive reviews.
What is the biggest challenge for Nubikk when it comes to sustainability?
The number of returns is a big sustainability challenge. Many consumers order two pairs of shoes and return the ones that don’t fit. To solve this, we try to inform our customers as much as possible. We offer a 3D and virtual try-on tool and an extensive Size Advice tool with a sizing chart and guide on our website.
And what are your biggest goals?
In addition to complying with the Corporate Sustainability Reporting Directive, we are committed to pursuing our own goals. One major objective is to map the environmental footprint of all our products and be able to show where each component is made. Next to this, our aim is to ensure that all our shoes are 100% LWG-certified.
What is going well in the fashion industry?
Environmental awareness is increasing within larger companies. Scandals often accelerate this trend. Although such scandals can be unfortunate for the brands involved, they do accelerate greater supply chain transparency.
… and what really needs to change?
It’s unfortunate that many fast-fashion brands release excessive amounts of clothing each year. The focus should shift to producing timeless, high-quality pieces. Additionally, the volume of returns and their disposal is alarming. Fortunately, several organisations have developed innovative solutions to address the issue of returns.
What is the biggest misconception about sustainable clothing?
Many people might believe environmentally conscious clothing is boring, but it’s quite the opposite. A company's challenge is to make its responsibility story aesthetically pleasing.
Name a change that a consumer could make to become more environmentally conscious.
When choosing shoes, consumers should opt for the ones that suit them and can be worn in many ways. Once the perfect pair is found, proper care is essential to ensure they last longer.