WE MAKE SNEAKERS, NOT COMPROMISES.

Our Manifest


At Norm, we make sneakers, not compromises.

Recycle, reduce, reuse. Yes, you’ve heard that before. And we don’t want you to believe it because we’ve put it into nice words. We want you to believe it based on the facts.

Our sneakers are made of 90% recycled materials. That’s not a 100%. Not yet. But we’re working on it. 1% at a time, never skipping stages.

We don’t know about politics. But we do know about sneakers. So that’s where we took our first step toward better—but not the last. Looking for ways to do things differently in an industry that’s consumed by fast fashion, we’ve learned a lot about shoe-making, and a lot about the gap between making a product a little greener and being outright radical. To other companies out there who prefer the latter, we share our knowledge, open-source style.

Sure, you could say we’re just engineers with a thing for sneakers. Or dreamers with a penchant for design. One way or another: we’re persistent. We won’t stop at better shoes, we want to be the most sustainable shoe in the world.

We’re setting the new norm.

Our Manifest

Always first steps.


At Norm, we make sneakers, not compromises.

Recycle, reduce, reuse. Yes, you’ve heard that before. And we don’t want you to believe it because we’ve put it into nice words. We want you to believe it based on the facts.

Our sneakers are made of 90% recycled materials. That’s not a 100%. Not yet. But we’re working on it. 1% at a time, never skipping stages.

We don’t know about politics. But we do know about sneakers. So that’s where we took our first step toward better—but not the last. Looking for ways to do things differently in an industry that’s consumed by fast fashion, we’ve learned a lot about shoe-making, and a lot about the gap between making a product a little greener and being outright radical. To other companies out there who prefer the latter, we share our knowledge, open-source style.

Sure, you could say we’re just engineers with a thing for sneakers. Or dreamers with a penchant for design. One way or another: we’re persistent. We won’t stop at better shoes, we want to be the most sustainable shoe in the world.

We’re setting the new norm.

SETTING THE NEW NORM, ONE NORM AT A TIME

NORM #1

SUSTAINABLE FIRST

To us, being sustainable is about taking every single decision based on three questions. Does this protect the environment? Does it help social inclusion? And does it bring economic prosperity rather than just a profit? If it’s a hattrick, we go for it.

NORM #2

ETHICAL SUPPLIERS ONLY

A pair of shoes can pass through hundreds of hands before it reaches you. That’s why we only select suppliers who respect their workers. All of them are based in Europe and located close to each other, reducing our transport and CO2 emissions while we’re at it.

NORM #3

RESPONSIBLE DESIGN

Every piece of material we use has to last and fit like a glove. For each pair we design and manufacture, we look for technologies that allow us to use less material, make our sneakers easy to wear and repair, and make all their components recyclable.

NORM #4

CLIMATE POSITIVE

From the choice of our delivery couriers over our electricity suppliers to the number of flights we take to visit production facilities—we think things through. To be carbon positive rather than just neutral, we plant two trees in Madagascar for each pair of Norms.

NORM #5

HONESTY AND TRANSPARENCY

We want to do things right, and share our knowledge with others. That’s why we’ll tell you just what our shoes cost and where we manufacture them, and happily talk to other companies about how to change the fashion industry.

OUR STORY

Over 23 billion pairs of shoes are produced every year, and each one accounts for 32 kg of CO2. That’s the equivalent of a 900 km flight. 

So here’s us, three friends with a thing for sneakers. Being in the shoe industry for a decade, we know the numbers. We know the problem. And we want no part in it. So we set out to produce a shoe that wouldn’t harm the environment. One that looks sleek, too. Time after time, we were told it couldn’t be done. 

Turns out we can—if only we change the norms.

Meet the team

ANTOINE

Antoine is a mechanical engineer who worked in aerospace for years. Nobody ever really understood how he ended up in shoes—but he gets things done around here. He’s our Swiss army knife, fixing a door in the morning and drafting a business plan in the afternoon.

ARNAUD

Raised in a family that worked in the shoe industry, Arnaud grew up talking soles and seams at the dinner table. Chances are his daughters will follow suit, for it’s hard not to share the enthusiasm of someone with his level of expertise and love for his subject matter.

NICOLAS

Every team needs an artist. Ours is Nicolas, a shoe designer with a degree from fancy La Cambre design school in Brussels. He honed his technical skills with big brands, but today he’s the one pushing our lean but mean team to achieve the targets ahead.