The Boulder, Colorado-based shoe company, perhaps best known amongst serious runners for their optimum shock absorbing Active Membrane Technology, recently developed innovative waste-eliminating packaging for their collection of super-lightweight shoes. The new shoe “cartons” are composed from 100% post-consumer recycled materials and are perfectly sized and molded to fit the curvature of a pair of shoes, thus eliminating the need for the tissue paper typically used to protect shoes from moving around in oversized shoeboxes. In lieu of wasteful paper packaging, Newton consumers will find a useful surprise upon opening the box: Each pair of shoes from the collection includes a pair of socks and a reusable shoe bag.
Jason Lake, at your service.
