Articles

Simple Design & Sustainable Manufacturing: Why LA's "CLAE" Captures the Hearts of Discerning Adults

2025.02.16

In today's footwear scene filled with unique models, Los Angeles-born "CLAE" stands out as a unique presence.

Its design is remarkably simple. The base is low-tech, with no visible logos on the side panels and a non-fanciful color palette.

Nonetheless, since its launch in 2001, the number of loyal users has continued to grow, transforming it into a global brand now available in 50 countries.

Why does CLAE captivate people's hearts? Let's delve into the one-of-a-kind charm that radiates from its stripped-down simple design.

PROFILE

Mayu Kubo

Regal Corporation
Product Planning Department CLAE Merchandising

A Lifestyle Footwear Brand Established in Los Angeles

Can you tell us about the background of the brand's creation?

It was established in 2001 by fashion director Sung Choi, a resident of Los Angeles.

The brand name comes from the word “clay.” It draws inspiration from unprocessed basic materials that symbolize craftsmanship and creativity.

How was the simple design created?

In the late 1990s, the footwear industry was dominated by oversized logos and outrageous designs.

At the same time, there were those seeking calm, simple, and functional designs. CLAE was created for those urban adults.

Sung Choi combined classic casual shoes with modern updates while integrating the comfort of sneakers. The design is kept as simple as possible. This unembellished design enhances various styles and matches a wide range of occasions, embodying his ideals.

What was the catalyst for the breakthrough?

In Europe, minimal design and sustainable initiatives are highly regarded, leading to partnerships with established department stores in Paris and collaboration models. Additionally, the brand's presence has spread widely, being adopted in uniforms at flagship stores of luxury jewelry brands and museums.

As for Japan, the entry was swift, with some models already available at select shops around 2002.

In 2020, Regal Corporation became the official distributor. It has since expanded its distribution nationwide, primarily focusing on department stores.

Sustainable Manufacturing from Design to Production

Where are the production facilities located?

The footwear is produced in a sneaker factory located in Ho Chi Minh City, Vietnam. Vietnam is known for having many specialists in sneaker production, and this factory, in particular, boasts highly skilled craftsmen.

CLAE staff are also present to oversee the manufacturing process. They are engaged in efforts like waste reduction and improving energy efficiency, ensuring sustainable product creation.

They say each material used is also selected with sustainability in mind.

The West Coast of the United States is a region with a high environmental awareness. Additionally, the founder has concerns about the environmental impact of footwear production.

"BRADLEY ESSENTIALS," 25,300 yen (tax included)

Let's explain the sustainable materials used, taking one of their representative models, "BRADLEY" as an example.

First, the upper and lining are made from Italian leather produced by tanneries certified by the LWG (Leather Working Group), an international organization that establishes environmental standards for the leather industry.

The shoelaces are made of organic cotton certified by GOTS (Global Organic Textile Standard), and the insole material consists of GRS-certified recycled polyurethane foam.

The GRS (Global Recycle Standard) certification requires that more than 50% of the product's raw materials be recycled components while also meeting strict regulations on hazardous chemicals.

All soles contain approximately 30% natural rubber sourced sustainably from Vietnam. Of course, recycled paper is also used for the shoebox and labels.

Attention to Plant-Based Vegan & Recycled Materials

"BRADLEY KNIT," 24,200 yen (tax included)

Are there any noteworthy materials?

Check out the "BRADLEY KNIT" set to debut in the Spring/Summer 2025 season. The upper parts of this model are made from "DESSERTO® Cactus" derived from cactus.

Is it leather or a cactus?

This is a plant-based synthetic leather made by extracting proteins and fibers from the leaf-like stems of mature cacti.

Using cacti offers various benefits, including enhancing soil biodiversity, saving water, and promoting environmental protection by eliminating the need for herbicides and pesticides.

The knit portion is made with a yarn called "SEAQUAL® YARN."

This is a recycled polyester yarn produced from marine plastic waste by a Spanish marine conservation organization called "SEAQUAL INITIATIVE."

By blending it with Tencel and organic cotton, a material with superior strength, absorbency, and quick-drying properties is created.

In addition to "BRADLEY," there is a diverse lineup.

The most popular is undoubtedly "BRADLEY," but "JOSHUA" and "SALAZAR" are also favorites.

"JOSHUA" is a model based on retro training shoes, featuring a mesh upper and waffle sole. The material is 100% non-animal-based, with about 70% being recycled materials.

"SALAZAR" is a running shoe that achieves top-class comfort in the brand's history. The upper seamlessly combines certified leather with recycled materials, while the sole features the original Vibram XS TREK developed in collaboration with Vibram.

After about a quarter-century since its establishment, where is CLAE, now a global brand, headed next?

The founder, Sung Choi, maintains the style of creating footwear that he wants to wear all day.

This footwear matches a wide range of styles without being swayed by trends, easily transitioning from day to night, work to play.

In the future, the brand will increasingly utilize sustainable materials like organic, vegan, recycled, and upcycled materials, expanding its environmentally friendly footwear range.

CLAE is clear not only in design but also in its manufacturing process. This transparency is likely what attracts adults from around the world.

Text by Ryota Osujo