WHAT WE SAY:
GUPPYFRIEND is on a mission to stop microplastics, their creation and their leaching. It led the charge with its fibre-catching washing bags and has now expanded into plastic-free insoles. In swapping PU foam for natural fibres, it hopes to combine a practical solution with an opportunity for consumer education.
This company doesn't quite have the scale to replace every pair of insoles out there, at least not yet, but if the popularity and success of its washing bags are a benchmark, these insoles will certainly get people talking.