Shoes from Rothy's in San Francisco on June 1, 2017.
Aaron Wojack—The New York Times/Redux

Approximately 90% of shoes end up in landfills, but if Rothy’s has its way, its designs won’t be among them. Already known for having converted almost 100 million water bottles into colorful, fashion-forward shoes, the brand—whose following includes Meghan Markle and Katie Holmes—now pledges to take its commitment to sustainability one step further. This spring, the company, led by CEO Stephen Hawthornthwaite, announced a plan to double down on its trademark use of recycled materials by piloting its first-ever recycling program of its own inventory, with the goal of scaling up to achieve full circular production by 2023.

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