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Deja Shoe is the third and final in our mini series on companies that blazed the trail for dedicated eco-businesses, long before the arrival and departure of Nau. The previous two case studies were Terrapax and Esprit Ecollection.
The Deja Shoe story is so similar to Nau that one could easily imagine they were twins separated at birth. A company nudged along by an industry elder, recruits experienced industry heavy hitters to produce a product line made completely from recycled or renewable/biodegradable materials. It donated 5% of takings to environmental causes and would create an unprecedented buzz in it’s industry, generating millions in free advertising. And just as it was getting into stride, ironing out business bugs, it failed to secure operational funds. Oh, and they were based in Oregon too.
It’s is fable that begins with Julie Lewis, a fanatical recycler who decided that all the society’s waste should not go to landfill but to new useful product. Inspired by the developing world sandals she’d seen made from car tyres she set out to make her own version.
To build on her passion to the cause, Julie got two big breaks. She was able to obtain invaluable advice and support from Bill Bowerman, co-founder and design genius behind the company that would become Nike. [Just as Bill pioneered the waffle sole for sports footwear, the inspiration behind Nau, Eric Reynolds designed some of the first sleeping bags and jackets to use Gore-Tex.] Julie also secured a 0,000 grant to produce a run of her recycled footwear.
Five thousand shoes were made. But they had quality control problems, so in 1991 Julie enlisted the help of ex-executives from sport shoe company Avia. Their industry nous helped Julie and the growing team navigate their way through what was involved in new green start-up.
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