The new status shoe is machine washable, made from recycled water bottles, and costs $145 a pair
Melia Robinson/Business Insider
Women from the tech offices of Silicon Valley to the streets of New York City have embraced a new status symbol: shoes available at a price of $145 and up that happen to be as cute as they are eco-conscious.
Rothy's, a shoe startup based in San Francisco, turns plastic water bottles into trendy ballet flats. Since its launch in 2016, the company has gained a ravenous following, including venture capitalists and the editors of Vogue. While the shoes aren't the most environmentally-friendly in existence (check out these future Adidas kicks that will be 100% biodegradable), Rothy's has diverted more than 10 million plastic bottles from landfills since its founding.
The company opened its first retail store in San Francisco this week. With its wood floors, bright lights, and shoes artfully mounted on the walls, it feels more like an Apple Store than a DSW.
We stepped into the Rothy's headquarters to learn how the new status shoe came to be.
In 2012, Stephen Hawthornwaite and Roth Martin left their jobs in finance and design to reinvent the flat — a stylish, but not so comfortable staple of many women's wardrobes.
Melia Robinson/Business Insider
They saw how women were dressing down — sporting athletic apparel outside the gym — and decided to take advantage of the shift. They set out to make a women's shoe for all occasions.
Rothy's flats are stylish and comfortable — and happen to be good for the planet.
Melia Robinson/Business Insider
During four years of research, the pair learned there's a great deal of waste in traditional shoe manufacturing. Most shoes are made by cutting out patterns and stitching the pieces.
Ammar Awad/Reuters
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