Sustainable Spotlight: Californians Footwear
You can never have too many fabulous shoes, especially if those shoes are incredibly comfortable and leave a positive footprint. In this week’s Sustainable Spotlight, we take a look at a cool, eco-friendly footwear brand, Californians. The brand is inspired by ‘60s surf and laid-back culture with a contemporary twist. Californians produces all styles in small batch production and uses 100% recyclable shoe boxes. We caught up with Jaclyn Jones, co-founder of this mindfully-made luxury footwear brand to learn more.
Jaclyn Jones, Co-Founder of Californians Footwear
Can you share a little about your background and how you got into the industry?
As a young girl, I was always creative and dreamt of a career in fashion. After graduating college with bachelor’s degrees in Business, Marketing & Visual Arts, I still couldn’t shake my internal craving for creativity and the fashion industry. In the years following college (during the economic downturn), I decided to go back to school to learn more about the fashion industry. In 2014 I graduated from FIDM with a degree in Apparel Industry Management.
Gaining confidence and experience working in the industry for the following few years, I was able to branch out on my own fusing my combined backgrounds in marketing, sales, and product development to start my namesake brand Jaclyn Jones USA. However, as I developed my brand and struggled to find a US-based factory that met my standards of ethics, quality, and cleanliness, I kept running into dead ends. When I finally found a factory to produce my brand in Los Angeles, it felt like I had finally broken into an underground industry. It seemed that with more and more factories migrating overseas, domestic manufacturing options were more limited than ever, and those that remained hadn’t adapted to the standards expected from every other manufacturing industry.
Frustrated by some of the inefficiencies and challenges I myself experienced over the first 2 years of producing my brand, I felt compelled to create the new standard. In October 2018, I made the leap from shoe designer to factory owner and CEO of my own Los Angeles-based footwear factory, Clover & Cobbler, creating the footwear factory I always wished existed as a designer. Our aim at Clover & Cobbler is to breathe the life of a new generation into this beautiful, centuries-old craft. At the center of Clover & Cobbler is sustainability, creativity and an openness to brands large and small. We offer emerging designers and existing footwear brands a refreshed, organized approach to manufacturing in the U.S.A. Our goal is to redefine the perception of a long-standing industry and bring it into the modern day with an emphasis on mindful manufacturing!
What inspired you to launch your Californians collection?
About 6 months after launching Clover & Cobbler, I was approached by shoe industry veteran and experienced footwear manufacturer, Bill Clark, who spent 25 years manufacturing shoes in Southern California with other brands. Bill introduced a new construction technique that expanded the capabilities of our factory, which in turn allowed us to collaborate on the creation of Californians, which officially debuted in August 2019. The Californians brand was inspired by the laid-back culture of our Golden State's early days. We wanted to create footwear that was denim-friendly, vintage-inspired, but most of all – comfortable! Each of our shoes is designed with comfort in mind, with most of our shoes featuring a revolutionary 6mm memory foam insole!
Your collection is reminiscent of ‘60s surf culture. Do you have any favorite ‘60s surf movies or songs that capture the vibe of Californians?
Yes! Bill and I both being SoCal natives, we will always be connected to iconic bands from ‘60s surf culture like The Beach Boys. But, we imagine if Californians had a commercial, “California Dreamin” by The Mamas & The Papas would be playing in the background. And although our footwear brand is inspired by surf culture, we feel as though our shoes more so represent laid-back vibes that are enjoyed anywhere – more than just at the beach.
The Cecilia
Is there a signature shoe style that you are known for? What is the most popular style from your collection and do you have a favorite?
We focus on timeless silhouettes with contemporary twists by pairing vintage-inspired styles with fresh new materials. Our FW20 collection is rooted in comfort and made for all of your cozy at-home moments, so our materials represent fall colors, textures and the continuing trend of animal prints. We’ve also incorporated fun, flashy metallics and soft genuine shearling throughout the collection.
Our all-time best-seller is “Cecilia” — the perfect comfortable and fashionable open-toe wedge. It provides the right amount of height without putting your weight on your toes, which means you can wear them all day with ease! Because our customers have loved the “Cecilia” so much, we’ve created it in size soft suedes and fun hair-on animal prints, with soft leathers debuting in Spring. I have a pair of Cecilia in the Dalmatian print which is so cute and goes with almost anything!
The Hannah
Are there any shoe trends that we should have on our radar?
Comfort is key! With everything being crafted in our own Los Angeles factory, we were able to react quickly to the 2020 “Work From Home” trends and developed a line of shearling sandals and slippers that are perfect for the current WFH climate. I’m personally super excited about our new collection of slippers and think they are going to be absolutely perfect for holiday gifting.
The Bianca
What steps does your brand take towards being sustainably conscious?
We feel it is our responsibility to make eco-conscious decisions at each level of our brand. For example, we designed packaging that is completely recyclable. Our shoe boxes are made from 100% recycled cardboard and utilize only water-based inks which are less harsh on the environment. They are also made here in Los Angeles, which minimizes our carbon footprint. Additionally, our shoes are made in small batches or made-to-order. By eliminating overproduction, we minimize our contribution to the fashion industry’s waste. Similarly, we do whatever we can to minimize our material waste. For example, rather than throwing away our leather and materials scraps, we repurpose what we can internally (look out for some keychains coming soon!) and then pass along anything else to other businesses or local artisans who reuse the pieces for items such as bracelets and dog collars.
What ethical fashion means for your brand?
At Californians, we believe that ethical fashion means upholding the utmost standards of respect for both the earth and its people. As environmentally and ethically conscious members of the fashion community, we’ve made it our priority to leave a positive footprint on the industry. By manufacturing in our own boutique factory, we can ensure that the manufacturing process itself and the environment we’ve created for our artisans upholds the core values of our brand. Additionally, we can ensure that all those who work on our products are receiving fair wages and benefits.
Where are your products sold?
Our products are currently sold in 20+ boutiques across the country and starting in November, you can also find us on Amazon & Zappos!
Any style or fashion tips that you can share?
One style hack I personally love is wearing platform wedges! I love the look and extra height that wedges and heels give me, but I am always running around the factory and hate to be too far forward on the balls of my feet. My secret is wearing wedged platform sandals, like our “Martha” heels, which have a heel height of 3.5 inches but a platform height of 1.75 inches, so the actual pitch of the shoes is only 1.25 inches. This, along with our custom 6mm foam insoles, makes them so much more wearable and practical in my on-the-go lifestyle.
Are there any other sustainable brands or founders that have inspired you?
Reading “Start Something That Matters” by Blake Mycoskie of TOMS was extremely motivating to me. He really put the give-back business model on the map and inspired a new generation of fashion brands to focus on promoting change. Additionally, having attended panels where the founders of Allbirds have spoken, I am super inspired by everything they have done and continue to do in the footwear industry. They have not only developed and utilized sustainable materials to be used in their own shoes, but also have made their technology available throughout the industry and have truly created change.
Wellness tip?
Encourage positive thoughts and a positive self-image! Our minds are powerful, so shifting our thoughts can be beneficial in every aspect of health and happiness! Don’t let your mindset be the one thing that holds you back!
Favorite ways to relax?
Cuddling and watching movies on the couch with my puppy! It’s amazing what a difference your couch can make. I had a ‘cool-looking’ but uncomfortable leather couch in my living room for the last 2 years, and finally decided to swap it out for a cushy L-shaped couch with a cozy corner to snuggle into. Now it’s our favorite spot.
Best advice?
This year has not only reminded us all to check in with our loved ones, but also to check-in with yourself! The mental, physical and emotional strain of dealing with a pandemic is not easy. Remember to take care of you. There’s never a better time than the present to focus on self-love!
Where can people find you on social media?
Californians is @californiansfootwear on Instagram and Facebook and you can find me at @jaclynlesleyjones on Instagram!
Lizzy Sherman is an award-winning digital content writer/editor. She has been a featured guest speaker at Cal State University Northridge, Digital LA and The National Association of Audience Marketing Professionals. When she's not writing, Lizzy enjoys yoga and playing guitar. Follow her on Instagram: @zillizy