Steve Madden has launched Cool Planet by Steve Madden, which aims to offer affordable eco-friendly footwear targeted at younger consumers. The Cool Planet’s women’s collection kicks off which 19 styles retailing from $50 to $80 a pair.

The brand was initially scheduled to be launched in April 2020 but was postponed due to the Covid-19 pandemic.

Cool Planet also serves as an innovation laboratory for the company to improve material sourcing and manufacturing across its portfolio as it seeks to increase the use of recycled and renewable materials in products. For the time being, the brand has focused on less expensive materials, such as recycled textiles and rubber, but is testing costlier ones.

Steve Madden has entered a partnership with One Tree Planted, a non-profit organization involved in reforestation worldwide. For every pair purchased, Cool Planet will contribute to planting a tree.

Among the other environmentally-friendly initiatives implemented by the company are the introduction of Steve Madden shoe boxes that are fully recyclable; partnering with industry trade group, FDRA, on a pre-consumer waste management project and piloting a new shoe takeback program in its stores.

”Overall, we are committed to meaningful and measurable improvement in the impacts we have and to being transparent about our actions,” said the chairman and CEO, Edward Rosenfeld,  during a conference call. In July 2020, the company published its first sustainability report.