Friday, November 13, 2009 | MANILA, PHILIPPINES

Marketing World

Changing attitudes one step at a time

WITH ALL the calamities happening one after the other worldwide, the words "climate change" seem to be on everyone’s lips. Fingers are likewise being pointed at the indiscriminate use of natural resources and the pollution it generates.

As a result, more and more people are attempting to minimize their carbon footprint through small gestures like using recyclable bags when they shop for groceries, switching off unneeded lights at home and at the office, and walking or biking short distances.

Even before being "green" became popular, a US-based brand of footwear has been coming out with environment-friendly slippers.

Ocean Minded was established in 1996 by Gary Ward (pictured, above) who built the brand on the principle of protecting beaches and respecting the environment. How? By making sure that at least 90% of their products are made of recyclable or sustainable materials.

At the brand’s first Philippine store located at the SM Megamall, the staff knowingly points out slippers and slides made of recycled plastic bottles, car tires, hemp, organic cotton and metal-free leather held together by a combination of handmade stitching and water-based glue.

Another material used is recycled Croslite, which fans of Crocs are bound to recognize since this is the main component in the polarizing footwear brand. This is because Crocs acquired Ocean Minded in 2007.

Evelyn Brunner, the Singapore-based brand manager for Asia, said at the grand launch held last week that since Crocs came on board, Ocean Minded has expanded internationally in a relatively short time.

"We’ve become more attuned to the needs and sensibilities of the different markets. For example, we have had to change the pigskin foot bed of one of our most popular styles in deference to our Muslim clients in the region," Ms. Brunner said.

Aside from global distribution, the acquisition has given Ocean Minded access to develop new product categories including t-shirts and accessories.

Marilen R. Nuñez, president of iFoot, Inc. and the brand’s local distributor, said that her passion for the ocean clinched for her the distribution rights.

"Instead of holding a big launch when the store opened earlier this year, we decided to hold a beach cleanup in Boracay where we invited some celebrity friends," Ms. Nuñez said.

"Now, however, we want to build the brand and make more people aware that by purchasing a pair of Ocean Minded slippers, they are making a pledge to the ocean and to the environment," she added.

But what happens to the old pairs of slippers that inevitably pile up? Ms. Brunner said that a plan is in the works for a program that accepts old pairs in exchange for a discount for a new one similar to the Crocs program called "Crocs Cares."

Until then, interested parties can check out the selection of Ocean Minded footwear at the Megamall branch, select Plains & Prints branches (ladies’ range only) and Rudy Project Concept Stores. -- Raoul J. Chee Kee

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