Thaely | | AWRD

Name of the submitted project or idea (in English or both English and your language)

Thaely
URL of a video introducing the work（under 5 minutes）

https://www.youtube.com/watch?v=d2JH4xiP71g
Detailed explanation of the submitted project or idea (in English or both English and your language)

Thaely is an innovative footwear brand that specializes in creating vegan and recycled footwear. Founded by Ashay Bhave, Thaely's mission centers around tackling the pressing issue of plastic waste while promoting ethical practices and supporting marginalized communities. The brand was inspired by Ashay's firsthand experience with plastic pollution and the challenges faced by waste pickers in India.

At the heart of Thaely’s approach is the commitment to sustainability. The brand utilizes ThaelyTex, a groundbreaking leather alternative made entirely from discarded plastic bags, effectively repurposing waste that would otherwise contribute to environmental degradation. By transforming these plastic materials into stylish and functional footwear, Thaely not only diverts plastic from landfills and oceans but also sets a new standard for eco-friendly fashion.

In addition to environmental sustainability, Thaely places a strong emphasis on social responsibility. The brand is dedicated to creating a positive impact on the communities it works with, particularly in India, where the waste management industry is often unregulated. Thaely ensures that its waste management employees receive fair wages, reflecting the true value of their labor. The company goes further by providing financial and health-related education, nutritious meals, and adequate breaks, particularly during harsh weather conditions.

Moreover, Thaely has adopted a five-day work week, which contrasts with the common seven-day work arrangements seen in many waste management facilities. This commitment to employee welfare underscores Thaely's dedication to ethical labor practices and highlights its role as a socially responsible business. By merging sustainable practices with a focus on community support, Thaely is not just reshaping the footwear industry but also making a meaningful contribution to both environmental and social well-being.
How does your work address the 3 P’s (for Planet, for People, for Profit) for Sustainability?

In addition to addressing pressing environmental concerns, Thaely is deeply committed to creating a positive social impact, particularly within the context of India's largely unregulated waste management industry. Waste pickers in India often face exploitation, receiving meager wages for long hours of labor from unfair waste buyers. Recognizing this critical issue, Thaely prioritizes fair wages for its waste management employees, ensuring they receive compensation that reflects the value of their work. This commitment to fair pay is just one aspect of Thaely’s broader mission to empower its workers and improve their quality of life.

Beyond monetary compensation, Thaely takes a holistic approach to employee welfare by offering financial and health-related education. This initiative aims to equip workers with essential skills and knowledge to manage their finances effectively and make informed health choices. Additionally, Thaely is committed to ensuring that its employees receive nutritious meals during their shifts, promoting their well-being and overall health. The company also recognizes the importance of adequate rest, providing sufficient breaks to its workers, especially during harsh weather conditions, which is crucial in maintaining their physical and mental health.

Furthermore, Thaely has implemented a five-day work week for its employees, mirroring corporate settings and contrasting with the common seven-day work arrangements often found in many waste management facilities. This approach not only fosters a healthier work-life balance but also demonstrates Thaely’s dedication to creating a supportive and sustainable work environment. By prioritizing both environmental sustainability and social responsibility, Thaely is not just transforming waste into valuable products but also uplifting the lives of those who contribute to its mission, thus making a meaningful impact on society.
Keywords

plastic recycling, sustainable fashion, material innovation, waste management, sustainable footwear
If you have a website for your submitted project or idea, please provide the URL

www.thaely.com
If you have a social media account for your submitted project or idea, please provide the URL

https://www.instagram.com/thaely.inc/
Special Prize Question 1: "Empowering nature to create a new loop”: How does your work strengthen or support nature’s ability to capture and convert waste into valuable resources? How does your work advance industry practices by introducing nature-positive alternatives?

Every day, the equivalent of 2,000 garbage trucks full of plastic are dumped into our oceans, rivers, and lakes. Thaely addresses plastic waste at its source by collecting post-consumer plastic from housing complexes and corporations around Gurgaon, India. To date, Thaely has recycled over 154,000 plastic bags and 184,000 plastic bottles, preventing them from polluting the environment. The traditional shoe industry generates over 300 million shoes in waste each year, which can take 20 to 40 years to decompose. In contrast, Thaely footwear is fully recyclable, allowing old shoes to be turned into new ones, effectively reducing plastic and rubber waste without contributing to the industry's environmental impact.
Special Prize Question 2: “Regenerating ecosystems”: In what inspiring ways does your work contribute to the restoration and stabilization of natural ecosystems?

Thaely inherently recycles plastic and also contributes to plastic waste reduction. Reducing plastic usage and recycling plastic waste has numerous benefits for the environment and society. It decreases pollution, as less plastic waste ends up in oceans, rivers, and landfills, helping protect wildlife and marine life from harm. Plastic reduction also conserves natural resources, as producing plastic requires fossil fuels like oil and natural gas. It lowers greenhouse gas emissions associated with plastic production and decomposition, contributing to climate change mitigation. Additionally, cutting back on plastic reduces the strain on waste management systems and encourages the use of more sustainable materials, fostering a circular economy.
Special Prize Question 3: “Education and storytelling”: How does your work make complex bioeconomy concepts accessible and engaging?

Thaely makes bioeconomy concepts accessible and engaging by transforming a complex environmental issue—plastic waste—into tangible, everyday products like shoes. Here's how Thaely effectively promotes bioeconomy concepts:

Upcycling Plastic Waste: Thaely turns post-consumer plastic bags and bottles into stylish, functional footwear, making the idea of waste-to-resource transformation relatable and practical for consumers.
Circular Economy Model: By creating shoes that are fully recyclable, Thaely engages consumers in the concept of a circular economy, where products are reused and repurposed rather than discarded, highlighting sustainability in an approachable way.
Education through Products: Thaely uses its products as a platform to educate customers about plastic waste and recycling, showing how everyday items can be made from eco-friendly materials without sacrificing style or function.
Local Sourcing: By procuring plastic waste from local housing complexes and corporations, Thaely makes bioeconomy principles tangible, demonstrating the benefits of sourcing and recycling within communities.
Transparency and Impact: Thaely shares its environmental impact—such as the number of plastic bags and bottles recycled—making bioeconomy concepts measurable and encouraging consumer participation in sustainability efforts.
Through these efforts, Thaely connects consumers with the principles of a bioeconomy, transforming waste management and recycling into an engaging, real-world solution.