Norm

PRODUCTION LOCATIONS 

• Portugal 
• Italy
• France
• Hungary 
• Romania 

WORKING CONDITIONS & LIVING WAGES 

The production of the Norm trainers takes place entirely in Europe. This means that the facilities comply with labour regulations and laws that have been established by the European Union. We can therefore assume that the trainers have been made in ethical conditions. 

MATERIALS 

• Recycled polyester 
• Fairtrade rubber
• Recycled rubber 

Every pair of Norm trainers is made from 90% recycled materials. The main body of the shoes is made from 100% Global Recycled Standard (GRS) certified recycled polyester, from 6 recycled PET bottles per shoe. The soles are made from 70% recycled rubber, and 30% Fairtrade rubber. The GRS certification ensures that the shoes are actually made from recycled materials. 

Norm is a member of the Textile Exchange, who they calculate the impact of their shoes through. The impact of each pair of Norm trainers is 6.5 kg CO2eq, which is on average 80% lower than other brands. Also, for every pair of trainers sold, Norm plants two trees, which each absorb on average 100kg CO2eq during their life. This means that Norm is not CO2-neutral, but actually CO2-negative! 

PACKAGING 

Norm uses recycled materials for their packaging too. Their cardboard boxes are recycled according to the standard of the German RESY certificate, and are FSC certified; ensuring that they are sourced from responsibly managed forests. Also, the carrier bags Norm sells are made from 100% recycled polyester. 

WATER USAGE & CHEMICALS 

The manufacturers that Norm works with are certified with the ISO 14001 quality standard for environmental management, such as the proper handling of waste water. 

CIRCULAR PRODUCT DESIGN 

The fact that the shoes are made almost entirely from recycled materials is advantageous in terms of circularity. Also, the water-based glue makes them more recyclable at the end of their lifespan, as it allows the different materials to be more easily separated from each other. 

In addition, there is little waste during production because the shoes are 3D-knitted into the required shape and size. 

CIRCULAR BUSINESS MODELS 

Norm has its own Circle-principle, where you can get a discount on your next purchase when you send back your old Norm trainers. This way, Norm aims to make sure that the materials from the trainers are effectively recycled into new shoes. 

Norm is also a laureate of the Brussels be circular 2020 project. This project encourages and supports circular enterprises in the Brussels Capital Region. 

DISTANCE & COMPLEXITY OF THE SUPPLY CHAIN 

Production locations: 

• Portugal 
• Italy
• France
• Hungary 
• Romania 

Norm’s entire supply chain is mapped on their website, and as all their manufacturers are based in Europe and materials are sourced from Europe too, the length and complexity of their supply chain is reduced. 

TRANSPORTATION 

Norm does not disclose what transportation methods are used in their supply chain. 

Norm shoes are animal friendly, because they are completely vegan! As proof of this, the brand is certified by PETA (People for the Ethical Treatment of Animals). 

PRODUCT DESIGN 

The trainers are made with an eye for quality, and their designs are modern and timeless so you can enjoy them for longer. The Norm collection consists of one design, which is available in different colour variations. This way, the trainer is also gender neutral, contributing to improved design inclusivity. 

SLOW FASHION PROCESSES 

Norm contributes to slow fashion processes by only offering one design style; helping to avoid waste from overproduction and consumption. 

TRANSPARENCY ON PRODUCT 

Transparency gets a lot of attention at Norm. For each component of the trainer, Norm states which materials have been used, and where manufacturing took place. 

TRANSPARENCY ON PROCESSES

Norm lists all their manufacturers on their website, with information about their facilities, CO2 emissions, and any applicable certifications. You can also find an overview of their entire supply chain on their website. 

The pricing strategy of Norm can also be found on their website. With this, they push their transparency a little further, as it allows consumers to see how the price of their shoes is determined.