Rsucceed in establishing a brand of eco-responsible shoes made in France. This is the challenge that Éléna Sarrazin is trying to meet via a pre-order campaign on the crowdfunding site KissKissBankBank. This 29-year-old stylist threw herself into the adventure after making her ranges with specialized manufacturers. “It was while working on eco-responsible brands that it clicked for me. What I like is developing everything from A to Z,” confides the young woman from Bouscat.
The shoes are manufactured by the family business Joseph Malinge, located in Chemillé-en-Anjou in Maine-et-Loire.
Jeanneret
In May 2023, she left her last job and resumed her studies to pursue a master’s degree in entrepreneurship. Training that she uses in real time to fuel her project under the Jeanneret brand. If eco-design alternatives have existed for around ten years in the world of sneakers, Éléna Sarrazin observes a hole in the racket in the street shoe segment.
“There is practically nothing, except timeless products. I wanted to think about my approach from design to marketing, by acting on the three areas that consume the most CO emissions.2 : supply, manufacturing and distribution. »
Leather traceability
Regarding the material, it recovers leathers from dormant stocks of luxury houses via its partner Adapta. Skins are purchased in small quantities. In addition to quality, these products are traced and certified LWG (for Leather working group, an international organization which aims to improve the environmental performance of the leather industry), a reference label.
Jeanneret
Éléna Sarrazin exchanges with trainer Denis Cartier.
“I use calfskin from the Haas tannery, based in Alsace. For the lining, it is also calfskin. Recycling scraps helps minimize waste. The fact of having a single material and not various components also facilitates the repair or recyclability of the product,” underlines the stylist.
“Act on the three areas that consume the most CO2 emissions: supply, manufacturing and distribution”
The soles, also in leather, come from Saint-Macaire-en-Mauges, in Maine-et-Loire. The manufacturing of models is concentrated at Joseph Malinge, a family business founded in 1889 (fourth generation in progress) and based in Chemillé-en-Anjou, still in the same department.
Gironde: how the village of Saint-Aubin-de-Médoc moved from the earth to the stars
Saint-Aubin-de-Médoc took off at the beginning of the 1960s with the arrival of the Company for the study and production of ballistic devices at the Domaine de Villepreux. The forest village then looks up to the sky to participate in the history of ballistic missiles and the conquest of space. An exhibition and a book retrace this period
Le Corbusier
“Historically, the workshop produced clogs. From the 1950s, he specialized in luxury shoes for men. The State awarded it the Living Heritage Company label. Our crush came from our common love for patina,” says the woman who benefits from the know-how of Denis Cartier, the last “former” in France, to work on the volume inside the shoe.
Jeanneret
The Tonkin moccasin is characterized by an asymmetrical toe and pronounced edges.
For the exterior, the designer has relied on boldness and singularity by offering a unisex Tonkin moccasin with an asymmetrical toe, pronounced edges, contrasting edges and stitching. The choice of the name Jeanneret is a nod to Le Corbusier, Charles-Édouard Jeanneret-Gris of his real name, and to brutalism, an architectural style marked by the use of raw concrete. Like the Tonkin house.
Launched on September 23, the crowdfunding campaign ends on October 22. In this counter-current approach to fast fashion, the challenge is to know whether the Gironde designer will manage to find her target. Knowing that a pair of shoes costs 350 euros. The price to pay for manufacturing in France.
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