By: Tim Newcomb

Just over one year into existence, the direct-to-consumer Hong Kong-based Lane Eight footwear brand — started by brothers Josh and James Shorrock, veterans of the sneaker industry, including Adidas — have taken on an all-encompassing shift to sustainable materials by choosing recycled and plant-based materials.

“Since we started this brand, there was one glaring reality that we knew we wanted to address and that’s the idea of sustainability,” Josh says. “Going forward, we’re proud to say we’re moving away from all animal-derived materials and will be using more sustainable alternatives while still ensuring our shoes perform at the same level.”

Lane Eight launched in August 2018 with the Trainer AD 1 sneaker, designed as a multi-sport athletic shoe with enough fashion sense to be worn away from the gym. The original design included suede, plastics and non-sustainable knits. The updates bring in vegan fibers, recycled fibers and recycled plastic.

The switch will start with a Dec. 11 launch of the Trainer AD 1 — $95 — in Mint and Birch colorways, highlighting colors found in nature and in the new materials used. Lane Eight will transition the materials into the pre-existing Trainer AD 1, new Trainer AD 1 colorways and additional 2020 sneaker styles. “The palette for Mint and Birch is no coincidence,” Josh says, “inspired by the natural colors from the environment where our algae are harvested.”

Josh says they’ve put a focus on improving their product — the AD 1 fit is getting a tweak too — and they knew part of that included creating a more environmentally friendly product, even if it makes creating new products more challenging. “It’s a little bit trickier to make a more eco-friendly shoe than to develop a shoe using traditional materials and methods of construction,” he says. “We are finally in a position to be able to re-develop our signature Trainer AD 1 with new materials that minimize our impact on the planet.”

The first thing to go, Josh says, was the natural suede paneling, a co-product of the meat industry. Lane Eight switched to a microfiber for the same abrasion resistance, but at a lighter weight. With the knit upper, they opted for an “upcycling approach” by using a recycled polyester yarn. The new yarn takes 11 recycled plastic bottles to create one pair of Lane Eight shoes. Then, the Shorrocks opted for an algae-based Bloom midsole. Bloom is already known in the industry for creating midsole from algae blooms that would otherwise pose issues to marine ecosystems.

Finding the right suppliers, though, did provide some challenges during the switch-over. “Consistency is always essential, but often difficult to find,” Josh says. “Transparency is also a must. Oftentimes, suppliers will tout a newly developed material without providing all the details of the manufacturing process.” He says that Bloom and Sincetech, the recycled polyester knit supplier, have proven open and transparent from the start.

While Lane Eight wants to make a switch to sustainability, they don’t want to lose performance along the way. The Bloom midsole allowed them to create a blend that included the properties of their previous midsole and the new knit upper “performs exactly the same as our previous knit upper.” The midsole, Josh says, features built-in “momentum” with a bounce and a plush feeling. Using an ETPU sock liner with pellets — not too unlike the Adidas Boost design — in a full-length setup allows them to design for stability without flattening out the cushioning. The outsole includes TPU sidewalls for stability and rigidness and a rubber sole for traction across multiple activities.

As Lane Eight pushes for a piece of the footwear market in year two, they’ll use a sustainable approach to make a mark, a sneaker mark with a smaller carbon footprint.

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SAN DIEGO (July 20, 2017)—Carlsbad-based Surftech, a stand-up paddle (SUP) and Surfboard manufacturing company announces its collaboration with BLOOM, a materials development company, to develop deck pad traction on select 2018 models of paddleboards.

“Surftech is very conscious about making products with environmentally-friendly materials when we can, and we are proud to partner with BLOOM,” said Surftech’s product director, Dan Watts. “Our waterways are our playgrounds, so we will do everything we can to keep them clean.”

While not yet biodegradable, BLOOM foams offer a significant step forward in the manufacture of flexible foams. A single Surftech paddleboard using BLOOM foam returns 176 gallons of clean, filtered water to habitat and keeps approximately 123 balloons of CO2 (12” birthday balloon equivalent) from entering the atmosphere. “We’re excited about our collaboration with Surftech as they are an established market leader within the paddleboard industry. We hope they will be a beacon for others in the industry to consider their environmental impact in all that they do,” said BLOOM.

The Surftech boards featuring Bloom deck pads will debut on July 26th to retailers and attendees of the Outdoor Retailer Summer Market in Salt Lake City, Utah, and September’s Surf Expo in Orlando, Florida. The boards are expected to hit retail globally early 2018.

Surftech Alta standup paddle board uses BLOOM foam for traction

The limited release Surftech Alta uses BLOOM foam for its SUP traction.

About Surftech

Shaping the Art of Technology: Surftech was founded in 1989 in a quest to find and utilize new technologies that would bring game improvement to surfers of all abilities everywhere. We build boards for many of the best and most popular surfboard brands on the planet and we were the first to do it! Today we continue to employ the most advanced materials and manufacturing techniques available. We continue to push every boundary utilized in manufacturing, while also attaining a high level of sustainability. We build what others can only dream of doing. Visit us at for additional information.


Founded in 2015, BLOOM is an American performance-based materials manufacturer based in Meridian, Miss. BLOOM uses algae biomass harvested from freshwater sources around the world, (like lakes, rivers, and ponds) at high risk of algal bloom. Using algae biomass helps improve technical performance and offsets the use of petroleum ingredients found in conventional foams. Learn more at