When you look at an athletic shoe, think oil. Some shoes contain cotton, leather, and/or trace amounts of natural rubber. But what you lace up before pounding the pavement is probably an assortment of industrial chemicals derived from hydrocarbons. Two petroleum-based synthetics polyester and polyurethane make up 36 percent of the weight of a typical running shoe, including packaging; these synthetics are responsible for 57 percent of the carbon footprint of the shoe’s materials. From extraction to the end of the shoe’s life, the entire carbon footprint of this typical pair of running shoes is equivalent to using a 100-watt light bulb for a week. *



According to a new Ellen MacArthur Foundation report launched at the World Economic Forum on Tuesday, new plastics will consume 20% of all oil production within 35 years, up from an estimated 5% today. Plastics production has increased twenty fold since 1964, reaching 311m tonnes in 2014, the report says. It is expected to double again in the next 20 years and almost quadruple by 2050. Despite the growing demand, just 5% of plastics are recycled effectively, while 40% end up in landfill and a third in fragile ecosystems such as the world’s oceans. 

Research released a year ago found there were more than 5tn pieces of plastic floating in the seas, many just 5mm across. Larger items can be a threat to sea life such as turtles and seals, which swallow them. Scientists have also found that countless tiny fragments drift to the bottom of the oceans, carpeting the sea bed. 

The environmental and health impact of this is unknown. The report concludes that the plastics industry is comprehensively failing to address these issues...

Joya's innovative solution for the rubber based insoles came from an exercise in Design Thinking... and Coconuts.

In Brazil we battle another challenge to protect our forests, as the demand for bottled coconut water rises, so does its impact in nature. The coconut husks are most of the time burnt or disgarded at landfills where they threaten the soils and take almost 15 years to decompose naturally.





Modern footwear is surprisingly damaging in various ways. As the pace of fashion has quickened we’ve begun buying more shoes, and throwing them away more easily. Traditional shoe-crafting has given way to mass-production, eating up resources and sending an average of three pairs of shoes per person to landfill every year!

The quest for cheaper and faster production has also encouraged the exploitation of vulnerable workers through long hours, low pay and dangerous working conditions. Our mission to challenge this trend.



Investing in a hand-made production line enables Joya to have more control over its manufacturing practices, insuring a better quality of life for our employees. Our one of kind collections are never the same due to the nature of its production, we employ local workers and are committed to the highest standards of ethical manufacturing. The factory has a strict non-toxic policy and they recycle nearly all their waste products, including fabric off-cuts and water. 




Made with thin layers of Maxitex™ ECOSUMMER fabric using Plant PET Technology. which focuses on petroleum-free alternatives to polyethylene terephthalate—better known as PET a durable, lightweight plastic found in beverage containers, Up to 9 bottles are recycled for every square meter of this polyester fabric, the same goes for its denim and linen textile finishes. Up to 9 bottles are recycled for every square meter of this material.



The 8mm foot mattress is made of  coconut fiber  recycled and coated with a layer of natural latex, it creates a cushioning effect that reacts to body heat weight and movement  allowing the coconut fiber to mold to the foot as you wear it. Produced in coconut fiber and the natural sap of the rubber tree - Hevea brasiliensis - natural latex, which acts as a protein, a fully renewable material, allows the roots to develop, with ease, free and healthy.


- Natural and renewable product

- Biodegradable

- Recyclable

- Breatheable

- Ability to absorb moisture

- Light

- Malleable

- Natural Fungicide

- neutral pH

- Contributes to the growth of plants in general

- Keeps the plant healthy




Today is the day of female entrepreneurship and I Cynthia Tello came here to tell you a little bit about my journey!

A few years ago I left my comfortable life as a print designer for the denim brand “7 for all Mankind” in Los Angeles California, to embark on the creation of Joya Da Terra: A sustainable, zero-waste shoe, that draws on the benefits of the coconut tree. I was shocked by the amount of chemicals used by the fashion industry... my dream career turned into a nightmare and as the crisis of 2008 hit the local LA fashion industry and my family lost its home.

I knew deep in my heart there was a better way to make innovative products from what we find in nature, through Design thinking I found an alternative material (coconut fibre) better for your foot health than any synthetic product found in the industry, one that moulds to your foot as you wear it, and absorbs moisture. It was in this process of learning about Design Thinking that Joya da Terra was born, with the intention of creating a more sustainable alternative for the footwear industry by reusing recycled coconut fibres as an insole.

Brazil is one of the largest consumers and importers of coconut water, producing almost 1 billion green coconuts per year, the coconut shells are either burn or left to dry on their own where they risk contaminating the soil, as they take about 15 years to decompose on their own.

Our mission is to bring value to this amazing raw material to stimulate recycling efforts from our local government agencies, in Rio alone in a summer day, and estimated 92.5 coconuts per second are consumed at our local beaches representing 30% of all our urban waste. Come take the next step into a more sustainable world with us. The journey is long and harduous but its absolutely necessary.


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