19 Comments

I do love Fractel, but in regards to running shoes, the only truly ethical and sustainable brand I've come across is Veja. Norda too, because their shoes will last for years. At least in running. Veja takes into account the entire process of footwear production, from worker wages and housing and transportation, to sourcing materials in the same geographic area, and minimizing shipping. The dirty secret of all these "sustainable" brands is that they're sourcing materials from around the globe, building them in cheap factories in southeast Asia, shipping them via container ships from point to point and in many cases– airplanes (far less fuel efficient)– with poor quality that creates far more waste than they save. Because, let's face it– shoes just are not sustainable. I'm always highly skeptical whenever I hear of brands using sustainability in a tagline. Even Janji has cut its giving by 60% since they began. Why? Because 2% still makes you look good, but 5% eats into the profits.

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I would give this 100 likes if I could. Yes, I settle for better than what we've got. Thanks for taking it further.

I'll still settle for 1% of $22bn.

I'm also interested to hear your take on the 350 miles per pair line. It's a complex one, and one I have thoughts on, but you're far better placed to speak on it.

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May 9·edited May 9Liked by Raziq Rauf

I think the 350 number is arbitrary, it especially depends on weight. 220 lb. runners are going to mash a midsole far faster than me. I always tell people as long as you're not getting injuries, then it's still good. Of course, most consumers just also want a reason to buy a new pair of shoes, and will find a reason to get another pair at 350. I do think it's a bit like the oil change recommendation- 3,000 mile oil changes were necessary back in the '70s, but cars can go way further on better technology these days. Honestly, I think one of the biggest issues with sustainability is the return policies on shoes. There are clout chasers in Running Shoe Geeks who will buy every shoe, run in them to see what they're like, then send them all back because there's a 90-day return policy. The retailer eats the cost, the shoes sometimes go to a used sale, but oftentimes go to the dumpster. It's absurd.

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May 9Liked by Raziq Rauf

Awesome to see some stand out Australians getting international love. I’ve been reminiscing lately about how fervently I used to care about all this stuff in my idealistic 20s. Just finished watching Patagonia’s “Shit-thro-pocene.” Recommend.

I tend to hit the 5:30s and my husband runs evenings when it’s hot down here, but, tbh, I slack off bad in summer. I’m originally from Canada and I think my body just doesn’t do heat 🥵 loooooving the autumn change here. I tend to swap my schedule so I can do longer trails after the kids go to school.

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I thought about my 33 Australian subscribers while I wrote it haha

If the run's not early in LA, it's not happening. Even then, it might not! Scheduling around kids is difficult at best!

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May 9Liked by Raziq Rauf

I only wear a hat if it's precipitating and that to keep it off of my glasses. We got the Brooks "Run Happy" hats but their "one size" doesn't fit me. :( I'm not sure I own any more Nike stuff... Maybe these guys can license and make a "Run Happy" hat I can wear in the rain. Yeah, we kinda like Brooks, even if they did buy and ruin my wife's favorite running bra company. And yes, I'm looking at theses guys' hats, lol!

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May 16Liked by Raziq Rauf

I got my Fractel running hat and ear warmer this week. No need for the latter yet, of course. But it rained this morning (woo hoo!) and I got to use my hat (and a rain jacket). I'm just as pleased as punch with it. And yes, it stopped raining shortly after we got back from our run, lol.

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Not sure about ethical, but how about sustainable? 4T2 uses recycled material in their apparel and shoes’ insoles. Otherwise in France, there’s a sportswear company with circularity at its core and its name is… drumroll, please… Circle Sportswear 👌

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Ethical 🤝 sustainable

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This is fantastic, although I honestly don't like extra stuff on my head while running 😂 But I'm all for more ethical companies showing that one does not have to be corrupt in the world of capitalism.

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Wearing my favorite Nike Trail sweathshirt right now, and I’ve READ the Kara Goucher book. The struggle, as they say.

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The shorts and the sneakers are my final items of Nike apparel! I've got my next pair of white Nikes lined up tho...

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Thank you for this post and info on Fractel and a few other companies! I haven't heard of Fractel and how did you know I'm in need of running hats Raz! Synchronicity moment. Thanks again and happy running. :)

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You should get one of Sam's!

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Yes I would love to. How do I do that? Did I miss the link in your post?

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May 9Liked by Raziq Rauf

I‘m a big fan of Fractel and I discovered the brand because of a collab between Acid Running and Fractel. Now I‘m part of the Fractel Ambassador program and much to the delight of the wife I now have more running caps than she ever could imagine. :)

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I'm still wearing my Ciele hats that I bought 8ish years ago. Reduce and reuse haha!

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