Sustain This! Podcast Episode Summary
Title: How One Brand Is Changing What It Means to Be Sustainable (ft Izzie Kalaja & Frankie4 Shoes)
Hosts: Alyssa Beltempo, Signe Hansen, Christina Mychas
Release Date: June 3, 2025

Introduction to the Episode

In this episode of Sustain This!, hosts Alyssa Beltempo, Christina Mychas, and Signe Hansen delve into the evolving landscape of sustainable fashion with a special guest, Izzie Kalaja. Izzie serves as the Director of Operations and ESG (Environment, Social, and Governance) at Frankie4 Shoes, a female-founded footwear brand revolutionizing women's shoe experiences by blending style, comfort, and sustainability.

Guest Introduction and Frankie4’s Mission

[02:50] Izzie Kalaja:
Frankie4 Shoes was founded by Alan and Caroline, a husband-wife duo who are both podiatrists. The brand emerged from their clinical observations that many women suffered from foot-related ailments like plantar fasciitis, often caused by wearing conventional, uncomfortable footwear. "Their philosophy was always kind of from the ground up when they were treating patients," Izzie explains, highlighting the brand's commitment to addressing real health issues through thoughtfully designed shoes.

Frankie4 positions itself as a "contemporary comfort footwear brand," aiming to provide stylish yet ergonomic shoes that support lower limb alignment and offer customizable fits. The brand's signature, the Sole Hero footbed, is a patented feature that enhances comfort and adaptability, allowing wearers to adjust the fit without compromising on style.

Sustainability at Frankie4: B Corp Certification and Beyond

[10:34] Izzie Kalaja:
Sustainability has been integral to Frankie4 since its inception. The brand achieved B Corp certification last year, a significant milestone that underscores its commitment to responsible business practices. "We moved away from sustainability as our kind of go-to language and talk more about responsibility or our responsible practices," Izzie notes, emphasizing the importance of authenticity in their approach.

The B Corp certification process prompted Frankie4 to expand its focus from product-based sustainability to comprehensive business sustainability. This includes:

• Product Design: Utilizing recycled materials like RPET (recycled PET bottles) for shoe linings and recycled cotton laces.
• Packaging: Employing curbside recyclable materials and eliminating unnecessary packaging components.
• Supply Chain: Maintaining long-term, ethical relationships with suppliers and adhering to the Leather Working Group standards for environmentally responsible leather sourcing.
• Emissions and Transportation: Prioritizing sea freight over air freight to reduce carbon emissions and developing a decarbonization plan based on measured emissions data.

[13:54] Izzie Kalaja:
Transitioning into a dedicated sustainability role involved expanding her responsibilities to include supply and demand planning, buying U.S. operations, and overseeing the responsibility agenda. Izzie highlights, "Sustainability spends the whole company at the end of the day, not just one little fraction of it."

Balancing Sustainability and Business Viability

[29:14] Izzie Kalaja:
One of the significant challenges Frankie4 faces is balancing sustainability initiatives with maintaining a commercially viable business. Izzie discusses the concept of integrating sustainability into the core business model to ensure long-term viability. For example, using sea freight not only reduces emissions but is also more cost-effective compared to air freight.

She emphasizes, "If you're not able to be a viable business, then we can't talk about the sustainability of that brand. It simply won't exist." This underscores the necessity of making strategic decisions that align sustainability with economic realities.

Communicating Responsibility Without Greenwashing

[33:20] Izzie Kalaja:
Frankie4 consciously chooses to frame its efforts around "responsibility" rather than "sustainability" to avoid the pitfalls of greenwashing. Izzie explains, "There's a level of factuality that needs to be conveyed in those communications too," highlighting their commitment to transparency and authenticity in their messaging.

The brand ensures that all claims about their responsible practices are backed by tangible actions and certifications, thereby building trust with consumers. They strive to educate their customers on what responsibility means in the context of their business, making sustainability approachable and understandable.

Durability and Recycling of Footwear

[42:26] Host Alyssa Beltempo:
A noteworthy segment of the discussion revolves around the lifespan of quality shoes and recycling initiatives. Izzie addresses common misconceptions about footwear durability, stating, "There's no kind of perfect amount of years or that we should be trying to get out of our shoes." She emphasizes the importance of replacing shoes based on wear and functionality rather than a fixed timeline.

Frankie4 promotes a recycling program in collaboration with Tread Lightweight, allowing customers to return any brand of shoes to be recycled into products like flooring for playgrounds and gyms. This initiative not only extends the lifecycle of footwear materials but also reduces landfill waste.

Rapid Fire Questions: Personal Insights from Izzie

The episode concludes with a rapid-fire segment where Izzie shares personal preferences and inspirations:

• Favorite Shoe:
  Izzie: "I'm really loving our Hepburn flats, blending comfort with chic design."

• Seasonal Favorites:
  Izzie: Excited about vibrant reds for summer, reflecting runway trends and personal style.

• Sports Preference:
  Izzie: Prefers solo sports, notably half marathons, over team sports due to the pressure dynamics.

• Favorite Social Media Platform:
  Izzie: Avid follower of Substack for long-form, informative content.

Conclusion

This episode of Sustain This! offers an in-depth look into how Frankie4 Shoes integrates responsibility into every facet of its operations, from product design to supply chain management. Izzie Kalaja's insights highlight the complexities and challenges of maintaining sustainability in the fashion industry while ensuring business viability. The discussion underscores the importance of authenticity, transparency, and continuous improvement in building a responsible brand that resonates with conscious consumers.

Listeners gain valuable perspectives on the practical aspects of sustainable fashion, the significance of certifications like B Corp, and innovative approaches to prolonging the lifecycle of products. This episode serves as an inspiring blueprint for brands aspiring to make a meaningful impact in the realm of sustainable and responsible fashion.

Notable Quotes:

• Izzie Kalaja [02:50]:
  "Frankie4 aims to provide stylish yet ergonomic shoes that support lower limb alignment and offer customizable fits."

• Izzie Kalaja [10:34]:
  "We moved away from sustainability as our kind of go-to language and talk more about responsibility or our responsible practices."

• Izzie Kalaja [29:14]:
  "If you're not able to be a viable business, then we can't talk about the sustainability of that brand. It simply won't exist."

• Izzie Kalaja [33:20]:
  "There's a level of factuality that needs to be conveyed in those communications too."

• Izzie Kalaja [42:26]:
  "There's no kind of perfect amount of years or that we should be trying to get out of our shoes."

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