What do you imagine when you hear the phrase "modern footwear"? Clearly, it is something very trendy. And, most likely, comfortable. That's what immediately comes to mind. But if we delve deeper, we'll find that modern footwear is not just about fashion; it's always about something more.

It's about self-expression. About sustainable development. About art and technology. About making a statement of individuality. All these elements have merged into the TONE brand, which has become more than just a shoe store — indeed, like the footwear brands it represents, more than just shoes.

Another idea behind the store is to blend modern art with the latest fashion trends. The TONE team is also really focused on making engaging videos which highlight TONE’s unique brands and special releases.

At TONE, there's a deep belief that modern footwear transcends mere shoes; it serves as a platform for self-expression, a reflection of personal style, and a bold declaration of individuality and personal philosophy.

TONE closely engages with its community by dedicating a percentage of all their sales to its tree-planting pledge.

This effort is all about raising sustainability awareness in the footwear/fashion industry generally and planting trees around the world, in particular, to help fight climate change and deforestation.

As we have mentioned before, TONE is very particular about the brands featured in the store. Each one has to align with the sustainability ethos because, as the founders of TONE put it, "the modern footwear industry can — and should — be sustainable."

For example, one of the brands featured at TONE is Rombaut, a brand focused on reimagining fashion to work in harmony with nature. Since its launch in 2013, Rombaut has been fully committed to being 100% vegan, using innovative, eco-friendly materials and processes that respect the planet and all living creatures.

At the core of Rombaut’s philosophy are its “7 Pillars,” which shape everything they do. The brand is about making fashion more sustainable by using plant-based leathers, recycled fibres, and biodegradable components to minimise waste, water, and energy consumption. Ethical responsibility also plays a huge role — they are dedicated to fair labour practices, safe working conditions, and complete transparency when it comes to how and where their products are made.

Rombaut champions the idea of a circular economy, designing timeless, durable pieces that push against the "fast fashion" mentality. The brand is also a big believer in innovation, always pushing boundaries with new materials and techniques to keep raising the bar for sustainable fashion. But it’s not just about making products — Rombaut wants people to really think about their fashion choices.

Another brand featured in the TONE store that is worth noting is Filling Pieces, founded in 2009 by Guillaume Philibert. It began with the aim of creating a premium sneaker at an accessible price point. This vision resulted in the Low Top, the first sneaker to bridge the gap between streetwear and high fashion. But Filling Pieces didn’t stop there.

A key part of this evolution is the brand’s deep commitment to sustainability. Filling Pieces believes that fashion should not only look good but also do good. So, what do they do to minimize their environmental impact?

First, in collaboration with Second Life Textile, they collect used clothes and textiles at their flagship store to give them a second life.

Second, the materials they use are all sustainably sourced. Their cotton is 100% GOTS certified, meaning it’s organic and grown without harmful chemicals, making it better for the planet, the farmers, and the wearers. Most of their leather comes from Leather Working Group-certified suppliers, focusing on renewable materials and carbon-neutral processes.

At Filling Pieces, sustainability goes beyond just materials — it’s part of their daily operations. They’ve reduced travel, embraced remote work, and used eco-friendly transportation whenever possible. Their office, easily accessible by bike or public transport, runs almost entirely on green energy. In 2022, it was powered by 95.8% wind, 4.1% hydropower, and 0.1% solar. And when travel is necessary, they ensure their flights are carbon-neutral whenever possible. It’s all about getting things done responsibly, whether through their hybrid work setup or how they power their office.

TONE also showcases the brand Naked Wolfe, a luxury footwear label that’s been turning heads since the Mance family launched it in 2017. Run by siblings Bronte, Cody, Luke, and Cooper Mance at the helm, the brand is all about bold, fearless designs that bring high fashion to a younger, edgier crowd. From towering platform sneakers to sleek boots, every pair blends streetwear vibes with top-tier craftsmanship, hitting that perfect balance of style, comfort, and attitude. Naked Wolfe isn’t just about shoes — it’s about empowering people to stand out and make a statement.

And yes, Naked Wolfe is committed to sustainability, too. They prioritise sourcing premium, eco-friendly materials and craft their collections in family-owned factories, ensuring not just top-notch quality and durability but also minimising waste.

Suicoke is another brand you’ll find at the TONE store. They’re redefining sustainable footwear with their ECO Line, where style meets eco-conscious design. Suicoke is transforming leftover fabric, recycled nylon, and manufacturing waste into sleek, high-quality sandals. Partnering with Vibram, they’ve integrated the ECOSTEP EVO sole, which uses at least 30% recycled rubber, ensuring nothing goes to waste. From sugarcane footbeds to straps made from recycled plastic bottles, their ultimate goal is to create sandals entirely from recycled or biodegradable materials.

A great example from Suicoke’s ECO Line is the lightweight MOK and WAKE sandals made in Italy. These sandals mould perfectly to your feet, adapting to any environment while still delivering Suicoke’s signature quality.

The next brand to appear soon at the TONE store is Flamingos Life — stay tuned! This Spanish sneaker brand is all about sustainability, blending over 40 years of family tradition with forward-thinking design. Flamingos Life uses innovative, plant-based materials like corn waste, bamboo, and apple pomace to create vegan alternatives to leather, ensuring their products are as eco-friendly as possible. With production rooted in Spain and Portugal, the brand is committed to guaranteeing a fair supply chain, emphasising ethical working conditions and reducing its carbon footprint by partnering with local suppliers. Transparency is key for Flamingos Life, and every collection reflects their commitment to crafting durable, stylish sneakers that make a positive impact — both environmentally and socially.

Overall, TONE is not just a store; it's a place where like-minded individuals come together: they value exclusivity, appreciate art, view footwear as a form of self-expression, and are deeply committed to supporting a sustainable future.

You can find more information about TONE’s mission and their curated collections at www.tonefootwear.com.