Introduction to Grounded People

Introduction to Grounded People

Grounded People is a 100% vegan footwear company founded by Max Justus, as a response to the prevalent environmental and social problems currently being perpetuated by the fashion industry. Our team is made up of a community of people who share a passion for sustainability, and understand that we as people, are deeply connected with the ground beneath our feet, and the planet at large.


Our company tackles global problems from a variety of different angles. Examples include our ethical production methods, our partnerships with various charitable organizations, our commitment to fostering a community where we can educate others, and our selection of timeless, sustainable apparel. Together with our valued customers, we aim to be a part of a solution as opposed to being a part of the problem.


Are you interested to know more about our company? Continue reading to learn about our concept, current initiatives, and where Grounded People plans on going in the future.


The motivation


Prior to creating Grounded People, founder Max Justus worked for a graphic design company, where he was made aware of the staggering misuse of natural resources in our world. Combined with an innate respect and love for nature, Max decided to dive further into his research of the negative effects that fast fashion in particular, has on our planet.


Every year, mass amounts of apparel are either marked as unsold merchandise and thrown away, or are discarded by consumers who no longer have any use for them. This problem is especially prevalent in the fast fashion industry, where workers (many of which are children) are paid just a few pennies per hour to produce the incredibly inexpensive, poorly made apparel that we find in most stores today.


It became clear to Max that the onus is not only on consumers to make responsible purchases, but brands also need to work harder to produce sustainable goods that are appealing to shoppers. From there, the Grounded People brand and community was born.


Design inspiration



The problem with many popular brands today is that they cater to the latest trends in the fashion industry, meaning that even well-made clothing and footwear is likely to be thrown away in a matter of months. At Grounded People, we strive to create high-quality products with timeless designs that can be worn for years. Our limited edition collections all share a distinct, anachronistic appearance that is reminiscent of old polaroid photos of summers from our youth. We strive to convey a deeper message to our customers, reminding them of our connection to the earth. With a range of colors and styles fit for all genders, our aim is to make beautiful designs that resonate with a wide audience.


LACES program


Our team at Grounded People has proudly established a program that aims to raise awareness and support a variety of worthy causes. The LACES acronym stands for Learn to Achieve and Create Everlasting Sustainability. Through this initiative, our customers are able to purchase additional laces for their sneakers, which come in a variety of different colors. Each color denotes a charitable organization that will receive a donation as a result of the corresponding sale. By colour-coding our laces, we are not only providing financial support, but our customers are also able to raise awareness for a charity of their choice every time they wear our products.

Our goals


Unlike most fashion brands, our primary objective is not to sell products. Rather, we strive to change the hearts and minds of shoppers by educating them on the positive impact that responsible purchases can have on our planet, and the people living on it. By showing consumers and other businesses that buying and selling sustainable products is feasible, we hope to inspire further change.


Grounded People is more than just a business - we are building a community with a variety of shoppers, creatives, and non-profit organizations that share our passion for change. Currently, we partner with several charitable organizations including KidSafe, Trees for the Future, One Tree Planted, and RedRover. However, we are constantly looking for ways to expand our reach and collaborate with other nonprofits. We are also looking into expanding our product line to include garments such as T-shirts, in addition to our ethically made shoes.


How our products are made


One of the greatest challenges that we have faced as a sustainable company is ensuring all of the raw materials and manufacturing methods used to produce our apparel are aligned with our mission. We have carefully selected a list of sustainable, biodegradable, and ethically sourced materials that are 100% free of animal byproducts. Materials include vulcanized natural latex rubber, ethically sourced yarns, and more. Furthermore, all of our products are made in the world’s only 100% vegan factory, which is located in Brazil. Our eco-friendly shoes are almost entirely handcrafted by artisans who are guaranteed fair wages. Ultimately, our customers can feel good about where their money is going when they buy from us and have confidence in the quality of shoes made from natural materials.



At Grounded People, we are proud of what we do. Explore our collection of vegan shoes today to find a range of stylish, sustainable, ethically made products.


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