Are we aware of just how important plants are in the preservation of life on Earth? It is a question woven into each pair of sneakers of the new “Agave is life” collection by the Croatian sustainable sneakers brand MIRET. The name of the campaign revolves around the mighty agave, a plant that meant life for many people throughout history, being their source of food, medication and clothing. The plant known as “desert beauty” has found its way towards Croatia, inhabiting many of the islands surrounded by the Adriatic Sea. On those islands, people share a special connection with the plants. A connection that keeps on inspiring MIRET.
Biodiversity as the guiding principle
With the new spring-summer 2022 collection, MIRET wants to emphasize the importance of flora in preservation of the biodiversity and maintaining the balance in the eco systems. That’s why FLORA is the name of the new generation of the MIRET high top sneaker with the elevated sole. And the low top variation is called ISOLA (island). Croatia is one of the most biodiverse countries in Europe, and the islands of the Adriatic coast are crucial in the further preservation of the country’s biodiversity.
A botanist as the face of the campaign
What would we know about the life of plants without the botanists, scientists responsible for the ever-growing knowledge of plants. Inspired by the vast biodiversity of the island of Vis, MIRET chose one of Croatia’s foremost botanists, Sandro Bogdanović, as the face of their
SS22 campaign.
“The ecosystems of the open sea islands are especially interesting because they are extremely preserved due to the isolation and distance from the mainland. They are not so threatened by pollution, urbanization, or mixing with other mainland species. Our open sea islands are oases of biodiversity and authenticity of species, slowly becoming a rarity in the Mediterranean area. We have to preserve it, without the (bio)diversity ultimately complete destruction will follow.”, says the scientist Sandro Bogdanović.
Celebrate diversity, celebrate life
Endlessly fascinated by plants and their crucial role in preserving life on our planet, MIRET continues to leverage their brand voice to bring attention to the issues of ecology and to celebrate the people whose efforts are contributing to the preservation of the natural environment. Leading towards the Fascination of plants day 2022, meet MIRET’s ISOLA and FLORA, natural bio-based sneakers that celebrate life in harmony with nature. One step
at a time.
Both ISOLA (139 EUR) and FLORA (159 EUR) are available for purchase at www.miret.co.
For more, make sure to check out our dedicated lifestyle section.
