Cariuma is a fresh breath of air in a world dominated by fast fashion, where environmental issues are becoming increasingly vocalized: the shoes produced by the company are stylish and designed with a sense of conscience. However, Cariuma is not any other shoe brand, it is a mission-oriented business that aims at balancing design, comfort, and environmental friendliness. Here we are going to take you through the story, values, materials, challenges and what Cariuma is (and what it can be improved).
Origins & Mission
In 2018, David Python and Fernando Porto, the two Harvard MBA students, came up with Cariuma as a collaboration of their experiences in being a footwear manufacturing firm and a design firm.
Wikipedia
They saw the possibility of a brand that would provide quality shoes and make a positive impact on the planet.
Sustainability is one of the core values of Cariuma since its inception. The brand also does not only identify itself as a sneaker manufacturer, but as a conscious everyday footwear company, which integrates into its operations the importance of both the environment and society as a whole.
One of their audacious promises: each pair of shoes sold by Cariuma is guaranteed to be giving up two trees in the Brazilian rainforest.
With time, they have financed reforestation efforts where they have planted millions of trees.
They are also B -corp certified, which means that they are of high standards in social and environmental performance.
Materials And Manufacturing: Walking The talk.
The difference between Cariuma and its competitors is its serious approach to the material selection and production process. It is time to explore some of the building blocks behind its products.
Eco-Friendly Materials
Organic cotton, bamboo: Cariuma works with organic cotton (without the use of harmful pesticides) and textiles made of bamboo, which have less impact on the environment.
Natural rubber: The soles can be dependent on the rubber that is sustainably harvested and biodegradable and regenerative in case the rubber is sourced in a sustainable manner.
Sugarcane foam / biobased materials: Cariuma uses sugarcane materials in their midsoles instead of petroleum-based foams, as it will help decrease their carbon footprint.
Cork and recycled materials: Insoles can also have cork and recycled (PET, fabrics) materials to decrease waste and make them more circular
Leather standards: In situations where leather is used, Cariuma buys leather at tanneries which are Leather Working Group (LWG) certified and tries to find models which comply with environmental laws in terms of chemical processes.
Morally Responsible Production And Disclosure.
Cariuma says she is not just responsible about materials, but also their footprint:
They collaborate with manufacturers who comply with fair labor policies, safe working conditions and laissez-faire policies.
Their manufacture focuses on cutting down waste, efficient reduction, and limited left over scraps.
They also engage in carbon offset which they invest to compensate shipping and logistics emissions.
The packaging is redesigned in order to be recycled-pakaging box boxes are recycled, packaging materials should be made of FSC, etc.
Cariuma tries to evade criticism of greenwashing that afflicts most eco-brands by prioritizing traceability and accountability.
Design, Comfort & Performance
Eco values are prerequisites but to be a productive brand, the sneakers should do well as well. This is the way Cariuma designs and is comfortable:
Classic design: They prefer the design of timeless clothes, classic and versatile, which does not depend on trendy fashion.
Comfort features: They have memory foams, cushioning, stretchy knit uppers, and arch support, to ensure that the shoes can be worn throughout the day.
Longevity and durability: One of the pillars is the ability to develop footwear that is durable. Enhancement of durability reduces replacement and wastages.
Functional performance: they have some skate-inspired models, such as Catiba line, that are more robustly built.
In numerous reviews, Cariuma shoes are commended to have a zero break-in time i.e. they are comfortable first hand without a lengthy wear-in process.
Customers also note the lightness and breathability of some of the models.
Impact & Community
Cariuma does not only view itself as a brand, but it is a subset of a larger movement. Its community and environmental programs are some of:
The reforestation plan: tree planting as a solution to emissions and biodiversity restoration as well as local ecosystems.
Education & storytelling: Cariuma strives to create awareness of sustainable fashion via blog posts, social media and partnerships.
Collaborations & limited editions: The brand also works with design organizations, such as Pantone, to launch collections in the sphere of eco-themes in an aesthetical style.
Skate and cultural associations: Cariuma has skate and city culture origins and provides sponsorship to skateboarders and incorporates that aesthetic in its branding.
Challenges & Critiques
There is no ideal brand, particularly when operating in the conflict of ethics versus commercial forces. Some criticisms and challenges that Cariuma has are as follows:
Delays and customer complaints with delivery.
On boards, the customers are complaining about the long shipping days/weeks, delays, and problems with returns and exchanging sizes.
One user shared:
I ordered in April, they shipped last week, again they are holding their own breath, and they have not responded to it…
Prolonged Life Problems In Practice.
Although some have hailed the comfort and design, the issue that has been raised by a number of users (particularly the skaters) is how some models can perform under stress. On a personal example, the Catiba line, when intensively employed as a skating line, is said to wear quicker.
Attitudes towards greenwashing.
Within such communities as skate culture, there is some doubt regarding the extent of how sustainable is the identity of Cariuma in practice.
Others claim that the marketing of the brand is overly relying on the eco image and influencer offers.
Supplies Chain visibility and traceability.
Although Cariuma reveals most of their practices, critics have demanded more vividness on where their factories are located, where they source their materials and what percentage of their full supply chain is completely traceable.
Price vs accessibility
Due to its ethical sourcing and smaller size, the shoes cost more than the mass-market sneaker shoes, which restricts their accessibility among all consumers.
Such criticisms do not necessarily work against the mission of Cariuma – but buyers and the brand image should take them into account in the future.
Why Cariuma Matters
Nevertheless, Cariuma has a number of important distinguishing features:
It transforms the meaning of creating a sneaker brand in the sustainability age a blend of design, transparency and intent.
It pushes consumers to consider more questions regarding the origin of their footwear, how they are produced, and what they do at the end-of-life.
It demonstrates that through considerate decisions (in materials, production, and community promises), it can be possible to create a contemporary brand that makes an attempt to respect both style and the planet.
Although it is a relatively new brand, its reforestation initiatives, B-Corporate status, and their declared intentions force the industry to envision something different.
