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Three R's give Italian-based shoemaker URoads a lift with focus that's environmentally friendly[/align]



A swoosh on your sneaker was once the ultimate status symbol, although it has come to symbolize made in China.

Italian-based shoe company U Roads is using another familiar logo on its sneakers, one that symbolizes a more ethical message: Reduce, reuse, recycle.

"All of the soles on the shoes are made with recycled tire," says U Roads brand manager, Sarrah Sheiner. "The recycled tire is also used for esthetic detailing on the actual shoes. That is why most of the shoes have the embossed or engraved reduce, reuse, recycle logo."

Unlike other shoe companies that use sweatshop labour in Third World countries, U Roads shoes are handcrafted in Italy as well as Spain with Italian leather.

While other brands that use recycled materials sacrifice style for the environment and produce chunky, clunky lace-ups and sandals, U Roads offers modern and sleek runners, flats, heels and dress shoes for men and women that range in price from $160 to $240.

"U Roads really wants to redefine men's modern elegance," says Sheiner. "Some shoe brands that use organic materials, recycled fabrics or give back to the environment tend to look granola. U Roads is a really edgy, fashion forward brand. Often, people buy the shoes without even knowing what the brand is about."

U Roads is the only shoe company recognized by the United Nations Environment Programme because the product is made with post-consumer recycled materials. Packaging is made from recycled paper.

For those who do not wear leather, U Roads offers styles for vegans. "We have a selection of fabric-based shoes, particularly canvas ones as a leather option," Sheiner says.

However, there is room for improvement: the dyes used for the shoes remain conventional although the new collection uses a garment wash dying technique to give the leather a worn vintage look. "The brand is not 100 per cent organic yet," says Sheiner, "but the garment washed leather makes the shoes soft, supple and really comfortable."

Visit uroads.com or call 1-800-335-7268, ask for URoads.

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