Holo Founder Rommel Vega Makes Footwear Sustainable—and Affordable

2020 was the year of life-altering global events. Covid-19 swept across the world, Joe Biden was elected U.S. president and climate disruptions, including wildfires, tropical storms and droughts, continued. At the same time, despite economic uncertainties, applications for new businesses surged, especially in the second half of 2020, according to the National Bureau of Economic Research. Among those upstarts was the birth of a new outdoor footwear brand, Holo, that aimed to make sustainable footwear accessible to Americans. “The brand was founded on the democratization of sustainability,” said Rommel Vega, founder and CEO of Holo, and one of Adweek's 2023 Sustainability Honorees. Named after the geological Holocene epoch—the time since the end of the ice age and beginning of the "Age of Man"—Holo’s footwear, including its mesh uppers and lace, are predominately made of recycled rubber, cotton and recycled water bottles. The sole of the footwear is comprised of 65% recycled rubber, Vega said. But the 18-year footwear industry veteran, with experience at Puma, Columbia, Keen and Merrell, was interested in doing more than just launching a sustainable brand that uses recycled material. He wanted to make the outdoor product attainable to every consumer type, setting pricing from $50 to $100. Headquartered in Michigan, the brand partnered with Nordstrom in fall 2021, and soon added Macy’s and REI to its distributor list. This fall, Holo will start selling in Scheels, a central U.S. retailer, while also expanding to Canada, New Zealand and Australia. Sustainability has become this exclusive thing that is only for the elitist. In reality, you should be trying to get everyone on board with sustainability.Rommel Vega, founder and CEO, Holo Apart from retailer partnerships, Holo also has a direct-to-consumer site, which it rolled out in 2022. According to Vega, the privately owned company tripled its revenue during its first two years, but he did not share specific figures. A fond hiker, mountain biker and frequent kayaker, Vega and his team draw the brand’s product inspiration from nature. “I spend a lot of time in nature, and that played a big part in making sure this beauty is around for the generations to come,” he told Adweek. Eco-Labeling in Fashion: What Consumers Want Sustainable, yet also affordable, fashion The fashion industry has been responsible for 8-10% of global emissions. This is more than the aviation and shipping industry combined, according to the United Nations Economic Commission for Europe (UNECE). Meanwhile, the World Bank suggests that global clothing sales are expected to increase up to 65% by 2030. Yuri Rodriguez, president, Holo Footwear While more global brands are taking a conscious approach to sustainability, most products, according to Vega, aren’t made at a price point that is attractive to a customer. Furthermore, brands often limit their marketing to either the “cool kids” or the tech crowd of San Francisco. “Sustainability has become this exclusive thing that is only for the elitist,” said Vega. “In reality, you should be trying to get everyone on board with sustainability.” Through its inclusive marketing model, Holo attempts to change this narrative that sustainability is unattainable. The brand stays clear of influencer marketing and relies on community members and friends of its founders for photoshoots, while marketing across America, especially in its central regions. “The more people we get to participate in sustainability," said Vega, "the better it is going to be for the planet at the end of the day." This story is part of Adweek’s The State of Sustainability digital package, which spotlights climate-focused marketing solutions across the beauty, experiential and media spaces, and examines how an industry that was built to drive consumption is adapting to reduce its impact. Adweek’s 2023 Sustainability Honorees Are Setting Advertising’s Climate Agenda