Uncommon Footwear.
Common Good.
Uncommon Footwear.
Common Good.
Uncommon Footwear.
Common Good.
Uncommon Footwear.
Common Good.
Uncommon Footwear.
Common Good.
Uncommon Footwear.
Common Good.
Uncommon Footwear.
Common Good.

How we vet brands?

Step 1. Find out who’s in control

We have a simple minimum requirement to be considered for our catalog – controlling ownership of the company must be held by committed founders rather than outside investors.

Starting with ownership structure ensures that profiteers don’t corrupt a good thing as tends to happen when investors take over (e.g. Doc Martens, Ben & Jerry’s). It also means that you can be sure your money isn’t lining the pockets of the bigwigs. Plus its hard to become a giant company without selling out and who doesn’t like small biz?

Step 2. Breakdown how they serve the common good

Screening out big business and venture capital fuelled startups is the first step. We also vet brands to see where they stand out. We have developed a holistic set of 8 good footwear principles inspired by movements like Doughnut Economics, slow fashion, circular economy, fair trade, and shop small. The principles are designed to tackle the greenwashing problem by focusing on the devil in details and concrete qualities that are hard to fudge.

You can flip through the slides to see our full list of principles.

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