A new sneaker, কাঁঠাল Kamthala, made by eco sneaker brand, ekn, and its launch campaign by Accenture Song are highlighting the need to create a more respectful and sustainable fashion industry.
They have turned one of fashion’s exploitative business practices on its head by challenging the toxic industry habit of designing in the global north and then producing, unethically and unsustainably, in the global south.
The vegan shoe is a creative collaboration between the Frankfurt founded shoe brand, ekn, and rising female Bangladeshi designer, Rokaiya Ahmed Purna. The idea behind the project is to create a ‘sneaker as a symbol of respect’, aiming to reverse some of the unethical supply chain practices, pollution and exploitation that have been synonymous with the big players of the fashion industry for decades.
That idea came from Hamburg’s Accenture Song office, formerly Kolle Rebbe. Group creative director Alexander Grapp and his team developed the project from start to finish alongside ekn, including introducing Rokaiya Ahmed Purna to the footwear brand, and creating the design language, packaging, launch campaign film and photography around the product.
Grapp commented, “‘Made In’ labels not only brush over the unjust conditions that people in the Global South often work under – they also reinforce harmful stereotypes about creativity and production in the so-called ‘First’ and ‘Third World’. They presume that American and European design is superior to that of the countries where brands outsource their production, which is simply not the case. All of this is what we wanted to challenge with this statement. And along the way we learned and were continually inspired by the creativity and resilience of designers from Bangladesh like Rokaiya. We hope this makes people think! We’d like to invite more companies and brands to work in a different way with countries like Bangladesh and beyond – and to harness the talent and creativity that is clearly waiting to be more widely recognised.”
Ekn was founded in 2015 by Noel Klein-Reesink, after years searching for the perfect skate shoe and working for New Balance and adidas. His experience working at Hess Natur showed him what impact fair production has on people’s lives and the environment. He saw a clear need for well designed, thoughtful and sustainable sneakers. ekn’s long term mission statement is Made in friendship, an alternative to inhumane and environmentally degrading practices.
Reesink stated, “The shoe is a statement – a sign of respect. Because in a fair world there is no privileged side of the arrangement. If fairness is the goal, we should share our aspirations.”
All ekn’s shoes are produced in Portugal from sustainable materials, with the aim of providing high-quality footwear without the social and environmental harm caused by most similar manufacturers.
Rokaiya Ahmed Purna is a passionate advocate for gender equality, responsible consumption and production, promoting indigenous textiles and innovation, and empowering women and girls in her home country. She has become known for her astute craftsmanship and unique play on colours, redefining Bangladeshi traditional cultural fabrics in just two years.
The ekn Kamthala is inspired by the designer’s homeland: Bangladesh. The wedge sole and the yellow elements are inspired by a ripe jackfruit. The prickly look of the fruit is taken up at the front, otherwise the shoe is kept in a structured grey – just like the bark of the jackfruit tree. The shoe is handmade with vegan materials.
Rokaiya Ahmed Purna commented, “In Bangladesh we have a very rich cultural tradition and heritage, which I try to implement into all of my work. My own roots and childhood memories also influence my designs; the inspiration for the ekn Kamthala comes from the jackfruit, the national fruit of Bangladesh, which I have a deep relationship with: as a child there was a tree right in front of my house where I would play, and draw, and nap under.
“We’ve become used to the term, ‘Made in Bangladesh’, not ‘Designed in Bangladesh’, but the new generation of Bangladeshis is starting to think differently and act differently. And as part of this generation, I feel fortunate to have the opportunity to create change. I’m living the dream of so many people, so it’s an opportunity which comes with a lot of responsibility.”
Klein-Reesink added, “We were specifically looking for a designer in Bangladesh, since the country houses the production of fast fashion like no other. We did some research and came across Rokaiya and her work. Then, after our first conversations we were really convinced about her talent both as a human being and a designer.”
All profits from sales of the shoes will be going to Bangladesh. “One idea is to set up an NGO or creative hub that could offer the creative people of Dhaka a new place to work,” comments Klein-Reesink. “We are looking for talented designers in other countries to create an ongoing series of shoes.”
The limited edition ekn কাঁঠাল Kamthala is now globally available online on www.eknfootwear.com
Credits
Client: ekn Footwear
Managing Director: Noel Klein-Reesink
Creative Director: Marek Bäuerlein
Product Design: Rokaiya Ahmed Purna
Trainee: Raphael Mauckner
Agency: Accenture Song
Managing Director Creation: Fabian Frese
Managing Director Client Service: Lenart Wittgen
Executive Creative Directors: Martin Terhart & Marcel Krempin
Group Creative Director: Alexander Grapp
Lead Creation: Alexander Grapp & Felix Zielke
Creative Director: Felix Zielke
Account Managers: Anton Kröger, Kea Jacobs, Olga Baiz & David Gies
Designers: Jakob Reinhard, Mitja Schneehage & Julia Fiedler
Copywriters: Sofia Christidou, Lorenz Ritter, Rasesh Patkar
UX Designer: Emma Paraschiakou
PR: Jessica Hartley & Ruth van Doornik
Production: Accenture Song Studios
Agency Producer: Jan-Ole Brendel
Post Producer: Ole Brand
Director of Photography; Alexander Hildenberg
Motion Design; Falko Tilgner
Creative Retouching: Martin Piechotta & Tobias Schlieperskötter
Art Production: Stephan Gerlach
Sound Engineer: Klaas Nocken
Art Buying: Alice Feja
Influencer Management; Anna Kramer
Final Artwork; Ralf Selig & Anne Schmuecker
Film Production: Dhaka Filmstation Production
Director: Sajeed Sarwar
Producer: Safat Chowdhory
Director of Photography: Monzur Anik
1st AD: Joy Khan
Creative Research: Salman Nakib
Production Company Germany: 27 Kilometer Entertainment
Creative Producer: Leonard Witte
Sound Engineer: Kian Djalili
Post Producer: Dorothe Preut
Colourist: Julian Wildner
Editors: Dominik Schacht, Hans Hartmann & Michael Eilers
