The Three Why's Behind our Tire Soles

When people first hear that Brave Soles' soles are made from upcycled tires, they often say something like, “That’s cool.”

And yes, it is cool. But it’s also so much more than a clever material choice.

Our tire soles are the foundation of our story. They represent our values, our responsibility, and our belief that fashion can—and must—do better.

This is the story of why we chose tires. Not just how.

And, ultimately, why it matters to all of us.

Why #1: It Matters Because Waste Is a Design Problem

Every year, billions of tires reach the end of their “useful life.” Most end up in landfills, illegal dumps, or burned—leaching toxins into soil and air, especially in climate impacted regions. 

When I started Brave Soles, I started with a simple, but uncomfortable quesions: What if waste isn’t inevitable—what if it’s a failure of imagination?

Tires are built to last. They’re durable, flexible, and resilient—everything you want in a sole. So instead of creating something new that the planet didn’t ask for, we chose to work with what already exists.

Using upcycled tire soles is our way of saying:

• Waste deserves a second life
• Durability is a sustainability strategy
• Design decisions carry consequences

This choice matters because fashion is one of the world’s most extractive industries. Every material we don’t extract is a small act of repair.

Why #2: It Helps All of Us—Socially, Environmentally, and Economically

Our soles don’t just reduce waste. They create shared value.

By sourcing and transforming discarded tires locally in the Dominican Republic, we:

• Reduce harm in communities that are often disproportionately impacted by waste
• Support local craftsmanship and dignified, fairly paid work
• Work with our partners to build skills, pride, and economic resilience 

As a result, our customers get footwear that is classically designed and exceptionally durable.

This is the part of sustainability that often gets missed: When products last longer, everyone wins.

Less replacement. Less consumption. Less pressure on people and planet.

Why #3: The future we believe in isn’t linear, it’s circular.

We see a future where materials are reused, communities are respected, and products are designed with their full lifecycle in mind.

Our tire soles are just one piece of that future, but we believe they’re a powerful one. They challenge the myths that say: “new” is always better, that ethical production can't scale, and that impact and aesthetics can't coexist.

Every pair of Brave Soles is a quiet statement: that the future of fashion can be regenerative.Solutions are often already around us—waiting for someone to look again, choose differently, and commit for the long term.

Thanks for choosing to be part of our story.

          ~Christal Duncan, Founder of Brave Soles