Guppyfriend Insoles

Guppyfriend insole / Source: Guppyfriend

CottonEuropeLinenTextiles

4 MINUTE READ

Sophie Benson

WHAT WE SAY:

GUPPYFRIEND is on a mission to stop microplastics being created and leaching into our environment. It led the charge with its fibre-catching washing bags, and has now expanded into plastic-free insoles. By swapping PU foam for natural fibres, it hopes to combine a practical solution with an opportunity for consumer education.

GUPPYFRIEND 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.

KEY FACTS:

In March 2023, Berlin-based GUPPYFRIEND expanded its range of microplastic fighting products to introduce plastic-free shoe insoles.
The insoles are intended as a replacement to market-standard PU foam insoles, which are cut to size by the consumer to fit different shoe sizes and styles.
Produced in Germany, they are made from kenaf, Cotton, natural latex, and Linen.
The company says they are undyed, antibacterial, breathable, and vegan.
GUPPYFRIEND founder Alexander Nolte says the issues with PU foams begin with the use of chemicals in the product, due to its proximity to the body and the likelihood of humidity during wear. “It’s a health issue, it shouldn’t be in contact with your skin at all,” he says.
Founded with the aim of combating microplastics, GUPPYFRIEND continues to find solutions with this new product. While plastic insoles generate microplastics during wear and continue to shed them after disposal, any natural fibres that shed from GUPPYFRIEND's insoles will biodegrade.
Like the GUPPYFRIEND washing bag, Nolte says the insoles are as much about raising awareness of microplastics as they are about tackling the problem.
The insoles will retail at EUR 14.99 (USD 16.03), sitting at the lower end of prices within the insole market.
They are packaged in cardboard, and the brand claims they are biodegradable at end-of-life due to being manufactured from natural materials.

Guppyfriend insoles cut to size / Source: Guppyfriend

Guppyfriend washing bag / Source: Guppyfriend

DIVE DEEPER:

Founded in 2016, GUPPYFRIEND is part of LANGBRETT, a company which produces clothes and shoes “under fair conditions and without compromises”.
GUPPYFRIEND was established as a separate arm of the brand, initially to sell microplastic-catching washing bags and fund the non-profit organisation STOP! Micro Waste, also initiated by LANGBRETT.
While profits from the washing bag are used to fund STOP! Micro Waste, profits from the insoles and other new products will be put towards GUPPYFRIEND, enabling it to develop more products which tackle microplastics.
To develop the insoles, GUPPYFRIEND brought different suppliers with various specialities together, such as natural materials manufacturers and experts in non-toxic construction and adhesion. The company describes reaching the final design as a process of trial and error.
Other products in the expanded range include a washing machine filter and a sink filter.
The insole market is expected to be worth approximately USD 6 billion by 2030, growing at a CAGR of between 6-7%.
It’s recommended that insoles are replaced every six to 12 months. Given that around 90% of shoes end up in landfill, it’s likely insoles reach similar, or higher levels. If there is no perceived value in old shoes, what value is to be found in used insoles?
Enertor runs an insole recycling programme, with plans to recycle the same amount of insoles as it puts on the market. But with 24 billion shoes made each year, plus more standalone insoles sold, it’s impossible to recycle our way out of this problem — so alternatives are imperative.
GUPPYFRIEND’s insoles are available globally, via its website.

"We're not inventing a new product, people are familiar with insoles. The new thing is that we need to raise more awareness about microplastics and chemicals."

Alexander Nolte - Co-founder, GUPPYFRIEND

Key Design Considerations:

Know your message

GUPPYFRIEND exists to fight microplastics, so while at face value there isn't much linking a washing bag to shoe insoles, there is in fact a clear logical connection. Choosing a key message and running with it helps strengthen and simplify communication, which is vital when a product and education go hand in hand.

Can you incorporate it into a product?

Currently GUPPYFRIEND insoles are a standalone product. The impact would grow exponentially when combined with a plastic-free shoe — a development and scaling opportunity to investigate.

Replace responsibly

The reality is that a new natural insole means an old plastic one is going in the bin. It's important not to encourage waste-making in promoting a new product. GUPPYFRIEND offers instructions on how to dispose of old PU insoles responsibly and shows worn ones within its photographs, suggesting they should only be replaced when necessary.

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Guppyfriend Insoles

WHAT WE SAY:

KEY FACTS:

DIVE DEEPER:

Founded in 2016, GUPPYFRIEND is part of LANGBRETT, a company which produces clothes and shoes “under fair conditions and without compromises”.

GUPPYFRIEND was established as a separate arm of the brand, initially to sell microplastic-catching washing bags and fund the non-profit organisation STOP! Micro Waste, also initiated by LANGBRETT.

While profits from the washing bag are used to fund STOP! Micro Waste, profits from the insoles and other new products will be put towards GUPPYFRIEND, enabling it to develop more products which tackle microplastics.

To develop the insoles, GUPPYFRIEND brought different suppliers with various specialities together, such as natural materials manufacturers and experts in non-toxic construction and adhesion. The company describes reaching the final design as a process of trial and error.

Other products in the expanded range include a washing machine filter and a sink filter.

The insole market is expected to be worth approximately USD 6 billion by 2030, growing at a CAGR of between 6-7%.

It’s recommended that insoles are replaced every six to 12 months. Given that around 90% of shoes end up in landfill, it’s likely insoles reach similar, or higher levels. If there is no perceived value in old shoes, what value is to be found in used insoles?