Norm

The production of the Norm trainers takes place entirely in Europe, among others in Portugal, Italy, France and Hungary. Because they are all located in Europe, they also comply with the labour regulations and laws that have been established by the European Union. So we can assume that the trainers are made in ethical conditions.

The trainers consist of 90% recycled materials, the textile parts are 100% made of recycled polyester from 6 recycled PET bottles per shoe. The soles are 70% recycled rubber and 30% fairtrade rubber. On the website, you can also read the CO2 emissions per shoe. This is about the materials, but also about transport, production, packaging and even the use of the shoe. 

Norm is a member of Textile Exchange, with which they calculate the impact of their shoes. The impact of each pair of Norm trainers is 6,5 kg CO2eq, which is on average 80% lower than any other brand. Per pair of trainers that Norm sells, they plant two trees, which absorb on average 100 kg CO2eq per tree during their life. This shows that Norm is not even CO2-neutral, but CO2-negative!

Even the packaging is made from recycled materials. For example, the cardboard boxes are recycled according to the standards of the German RESY certificate and FSC certified (raw materials from sustainable forestry). Also, the carrier bag that Norm sells is made of 100% recycled polyester.

The manufacturers that Norm works with are also certified with the ISO 14001 quality standard for environmental management (such as proper handling of waste water) and the Global Recycle Standard (GRS), to ensure that the polyester is actually made from recycled PET bottles. 

The fact that the shoe is made almost entirely of recycled materials is advantageous in terms of circularity. The use of water-based glue also makes the trainers more recyclable afterwards, because the different materials can be separated from each other.

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

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

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

Norm’s entire supply chain is mapped on their website. All manufacturers and materials are sourced from Europe (Italy, Romania, France, and Portugal), ensuring that your product does not have to travel a long way before you buy it in the shop.

Norm’s 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).

The trainers are made with an eye for quality, the design is modern and timeless so you can enjoy them for longer. At the moment the Norm collection consists of one design, that is available in different colour variations. This way the trainer is also gender neutral, by which Norm contributes to more inclusiveness in society. This way everyone can wear the shoes with pleasure.

Transparency gets a lot of attention at Norm. For each part of the trainer, it is mentioned which materials have been used and where each part was made. All manufacturers are listed with information about the company, the CO2 emissions and possible certificates. You can also find an overview of the entire supply chain on the website. 

The cost structure of Norm can also be found on their website. With this they push their transparency a bit further, with which you can see how the price of the shoes is composed. Just like a full CO2 emission analysis per shoe.