Five minutes with… plant-based sneaker founder Ben Hui
From high street retailers to a zero-inventory retail mode, he hopes LONO can help people live a eco-friendly lifestyle“My passion for shoemaking comes from my grandfather who opened one of the first shoe factories in Hong Kong back in 1950.” Following in his grandfather’s footsteps, Ben Hui joined the footwear industry over ten years ago and has overseen the production of sneakers in high street retailers across America.
After moving to Hong Kong from Canada, Hui took some time out to backpack across South East Asia and was inspired to look back at his work and consider how he could contribute towards a healthier planet.
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He left his career in fast fashion to explore the opportunities sustainable and eco-friendly materials could provide for the footwear industry. “With Amazon and Taobao, everything comes fast and cheap. Sales are mainly driven by marketing not by need or quality,” he says. Hui decided to strip the shoe design back to its roots, to the sagebrush bark sandals which date back to around 8,000 BC. The sandals were originally made from shredded sagebrush bark, which Hui was able to turn into fine yarn using modern technology.
Once he had found the right eco-friendly materials, Hui set to work on the design and manufacturing process, making sure they also included sustainable practices. “I decided on a zero-inventory retail mode where we make the exact quantity that will be sold from pre-orders taken the month before.” By following this retail model, Hui eliminated any waste from overstocking and reduced manufacturing and storage costs for his sneaker.
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While many of us are starting to be more mindful about our everyday wastage, Hui believes, “the biggest issue in Hong Kong is waste management. Everyone can throw away anything anywhere anytime, whereas other countries including Korea have very strict rules. We also need a comprehensive system for recycling to work hand in hand with garbage disposal policies.”
After almost three years, Hui has finally perfected his product and brand, LONO, a plant-based sneaker designed for a sockless and eco-conscious lifestyle. “Taking its name from the Hawaiian deity, associated with agriculture, music and peace, the shoe represents life without compromises. Most people consider LONO to be just another eco-product but what makes us different is how we maximise the potential properties of natural organic materials and translating them into shoes with remarkable functionality,” says Hui.
Having founded his sneaker via the Kickstarter crowdfunding platform, Hui recommends aspiring entrepreneurs use similar platforms when starting a business. “It’s the best way to develop a brand identity and to better understand the market such as demographics and target audience.”
