When and under what circumstances did you come up with the idea of producing flip flops from natural rubber?
Nina Granerød: The story goes back to 2001 when friends Tor Marius and Frode (who’s now my husband and business partner) were on a surfing trip in Sri Lanka. They came across natural rubber flip-flops and took them home as gifts for friends and family. When they met 16 years later at an après-surf dinner in Lanzarote in Tor Marius' surf shack, the idea for Sleepers was born. I started thinking why no one made the flip flops I wanted to wear. I’m a clothing designer educated at Central Saint Martins in London and I wanted a pair of flip-flops made of sustainable material with a modern design aesthetic, something that suited the beach as well as the city. Unfortunately most flip flops out there are made from plastic and their quality is poor. We choose natural rubber as it is the most sustainable option and also the best for your feet.
What does natural rubber actually mean? How is it sourced?
Sleepers are made from renewable natural rubber. The natural rubber is the sap from the rubber tree, tapped from living trees by making a careful cut in the bark with a special knife. Only a reasonable amount of latex is tapped from each tree each day. In this way, the natural cycle is protected. Natural rubber breathes, is easy to clean and is comfortable for the foot.
Why is responsible and ethical fashion so important and what does it mean in your case?
Responsible and ethical fashion is crucial for several reasons. The fashion industry is one of the largest polluters globally. Flip flops are actually the most sold footwear in the world and 99% of them are made from plastic. As part of the fashion business we need to promote change. By adopting sustainable practices, we can significantly reduce waste, carbon emissions, and the depletion of natural resources. Transparency in production processes builds trust and loyalty among customers, who appreciate knowing that their purchases contribute to positive change. Using eco-friendly materials and sustainable production methods helps mitigate the negative effects on ecosystems and promotes a healthier planet. Ethical fashion ensures fair wages, safe working conditions, and the
respectful treatment of workers throughout the supply chain. This is vital for fostering human rights and improving the quality of life for those involved in the production.
What does your business look like during the year? Are the winter months quieter, or do you operate globally enough that it doesn't matter?
Sleepers are currently sold in 30+ markets. At this moment summer season (in Europe) is still the most hectic season. However we see this changing in the years ahead.
What are your future plans? Can you tell us about any planned collaborations?
We're aiming high! Our goal is to expand our global footprint and make Sleepers Flip Flops a go-to name worldwide. We're also committed to sustainability and are excited about our upcoming
eco-friendly initiatives that will not only benefit our customers but also the planet.
We are in discussions with several renowned sustainable brands to collaborate on limited-edition collections. These partnerships will combine our expertise in eco-friendly footwear with their unique design aesthetics, offering our customers exclusive, stylish, and products made
from an eco friendly angle.