Quirky maker of flip flops merges style with sustainability

• Solethreads, a casual footwear brand offer a wide and fun range like grass flip flops, graphic footwear, Yoga slings in addition to the comfortable and anti-skid versions.
• It participated in Amazon’s startup accelerator programme, securing $50,000 in an equity-free grant after a month-long mentorship programme.
• The company also clocked a ₹50 lakh gross merchandise value (GMV) on Amazon in just four months after launching on the e-commerce platform.

After closely working with big footwear brands like Bata, Hush Puppies, Puma and Benetton for a decade, Delhi-based Gaurav Chopra realised that no Indian brand offers a wide range of options for flip flops.

Indians who love casual dressing also need a range of casual footwear and the four co-founders – Chopra, Sumant Kakaria, Vikram Iyer and Aprajit Kathuria – came up with the idea of a go-to brand for flip flops.

Their flip flops offer a wide and fun range like grass flip flops, graphic footwear, Yoga slings in addition to the comfortable and anti-skid versions.

Like most new-age product brands, they are made from recyclable material. Apart from being made from 100% recyclable material, it is also certified by People for the Ethical Treatment of Animals (PETA).

“Each and every part of solethreads flip flop is either recycled or made with plant based extracts and recycled cotton, nylon and polyester. We ensure that all our materials, processes and products use responsible and sustainable methods,” said Vikram Iyer, the one of co-founders.

New shoes for old

The footwear straps are also made from plant based vegan extracts, which are skin-friendly, tear-resistant and long-lasting.

“In our efforts to promote sustainability, they are all organically and ethically sourced, manufactured and distributed. We use absolutely 0% animal by-products in the production and processing of all our straps and uppers,” it added.

In fact, it also started a ‘Reuse’ programme last year, in which it gave discounts to its customers who brought in their old pair of flip flops.

“We ask our customers to bring their old pair of footwear so that we can recycle it internally. And then we give discounts to the customers who do that,” Iyer added.

Going global

The digital first brand, which was founded in 2018, sells its merchandise through its website along with e-commerce platforms like Amazon, Myntra, Nykaa Fashion and Ajio. It also has its own distribution channel with over 600 outlets through 22 distributors.

It had raised ₹13 crore from DSG Consumer Partners and Saama Capital in a series A round of funding in April last year.

The company clocked a ₹50 lakh gross merchandise value (GMV) on Amazon in just four months after launching on the e-commerce platform. Now it wants to take its products global.

“We have always felt at Solethreads that our products are a good fit for customers no matter where they are and hence going global is a key part of our business strategy,” Iyer added.

It participated in Amazon’s startup accelerator programme, securing $50,000 in an equity-free grant after a month-long mentorship programme.

The grant will come in handy for the company’s expansion plans. It’s planning to open physical stores at various locations in India in the next 6-8 months, Vikram Iyer, co-founder, Solethreads, told Business Insider India in an interview.

“Propel Accelerator has just made that journey easier and shorter for us. We are known manufacturers, but we do not have competence. So, some part of the grant is going to go into the capital and some for exploring profitable ways of consumer acquisition in the digital journey to ensure that we get more new consumers purchasing our products,” Iyer said.

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