‘The Sustainable Way’ is far more than a cosmetic doctrine, a fleeting trend packaged into a marketable claim, or worse, a hollow label lost in rhetorical buzz. For Vibram, it represents a concrete and strategic commitment to meeting the increasingly vital demand for sustainability. It is a journey that began in 1937 with the vision of Vitale Bramani, the brand’s founder, and has since evolved into a multidimensional plan of action.

Information and collaboration, value-driven convictions, and day-to-day operations are at its core. Marco Guazzoni, Vibram’s Sustainability Director, walks us through the company’s contemporary approach—one that blends personal experience with the brand’s DNA, an affinity for nature with a deep spirit in sports. He outlines how Vibram strives to respect individuals, society, and the Earth, delivering on sustainability in both philosophy and practice.

This testimony, from a true Game Changer, maps out Vibram’s sustainable journey—a path that remains long but grows increasingly more evident. Personal values and corporate vision merge into a single, purposeful mission: to lead a better future.

A PERSONAL STORY FOR A COMPANY DIRECTION

“I’m an electrical engineer by training, but I never actually practiced the profession. My career began in the chemical industry with an American multinational, but later I found myself in an entirely different space—becoming general manager of a company distributing musical instruments. My path to Vibram has been anything but conventional. Yet, looking back, I see a thread connecting my time in music to my role today: passion. Musicians have this incredible edge, powered by their love for what they do. While I didn’t share that visceral connection to music, I’ve always had a deep love for sports. I knew I needed to find a way to make that world my own.”

“When I joined Vibram, I led the innovation department for three years, overseeing research and development. Then, the company approached me to develop a sustainability project. At the time, sustainability wasn’t particularly close to my heart, but I took it as an opportunity to learn. I immersed myself in the subject and quickly understood that short-term efforts are meaningless when it comes to the issue. True impact requires a long-term vision—a strategy that integrates sustainability into every business layer. Only by planning for the long run can a company drive genuine, lasting change.” 

“The starting point is knowledge. Knowing what to do, and how to do it, that changes everything. Through our studies and analyses, we’ve identified core pillars. Take energy, for instance: reducing energy waste and embracing renewables are key priorities. Then there’s waste itself—production byproducts, end-of-life materials—it’s a crucial issue. Addressing these concerns has a clear business benefit, too: less energy consumption and less waste equal lower costs. You don’t achieve goals like this with scattered, one-off initiatives. True progress requires a systematic approach, clear strategies, and a shared commitment across the entire Vibram family.”

“The fundamental belief behind our actions is that the planet must be seen as our most significant shareholder. We take from it, so we must give something back. We can no longer afford otherwise. Vibram is building systems to guide footwear toward a more sustainable future. These days, there’s a lot of talk about B Corp certifications, and while that’s important, what really matters is the position sustainability occupies within a company’s structure. If it’s parked under marketing, it’s likely more about storytelling, or worse, justification. If it’s in administration and finance, it probably serves investor-driven goals. But when sustainability is integrated into production, research, and innovation, it becomes meaningful and actionable.”

“At Vibram, sustainability is reported directly to the Executive Board. That’s where strategy is defined, and where real change begins. It’s the front line—the decision-making sphere that leads to a better future.”

SPORT AS A MUSE AND TOOL FOR A BETTER PLANET

“I like to call myself an ‘Everyman’—someone who enjoys trying all sports without necessarily excelling at any of them. Among water sports, my favorite is windsurfing, but whenever I find the time, the wind always seems to be elsewhere. Over the years, I’ve dabbled in countless disciplines and, admittedly, picked up a few scars in the process. These days, I dedicate most of my time to cycling, as it’s gentler on my knees and back. I still carve out a weekly evening for touch rugby and, when winter comes, I make it a point to enjoy a few days of freeriding. Recently, I’ve combined that passion with ski mountaineering, and it’s completely transformed my relationship with the mountains. Now, I experience them differently: I’m immersed in the views, in those quiet, awe-inspiring moments of nature. My most rewarding adventures have been climbing peaks like Monte Rosa and Mont Blanc—experiences that really put you in your place.”

“As I’ve grown older, my perspective has shifted. I’ve started to channel my energy more purposefully, taking ‘targeted bites’ of adventure. Not long ago, I’d think, ‘I haven’t done this yet, so I will.’ Now it’s changed to a quieter thought: ‘If I haven’t done it yet… who knows if I ever will?’”

“For Vibram, athletes are not just brand ambassadors—they’re experts in their fields (we spoke about this topic with Vibram’s Sport Innovation Marketing Global Director Jerome Bernard in this article, ed.).. They provide invaluable feedback to our innovation department, helping us refine and evolve our products while also serving as authentic and knowledgeable storytellers. Recently, we showcased ‘Odyssea Borealis’, a project we developed with mountaineer and climber Matteo della Bordella (watch here). Sustainability runs throughout this and many of our other productions, but we approach it in a broader, more deliberate sense.”

“We’ve always been extremely careful about how we communicate sustainability. From the outset, our biggest concern has been avoiding even the slightest perception of greenwashing—a risk that can quickly turn into a communicative boomerang: first, fully understand the issue; second, do substantial work; and only then, communicate it with coherence and integrity. This principle guides everything we do.”

“I admit to being a bit self-centered—I like leaving a mark and knowing that mark has made a real difference. For me, though, it’s not about social or influencer recognition. I’m far more interested in creating meaningful change, breaking patterns, and finding the right example to share—the one that triggers that ‘click’ moment: you hadn’t thought about it before; now, you do. It’s about small steps, little contributions that shift perspectives and lead to real change. A sporadic donation might feel good in the moment, but it’s an easy way to absolve your conscience without following up on its impact. True change lies in concrete action.”

“That’s why I’m so proud of the Vibram Green Team we’ve created: the Green Team is dedicated to taking actions that benefit nature. It support environmental associations and partner with sporting events we sponsor, where we actively ensure that, at the end of a race, nature remains untouched by human presence. I think of stunning landscapes like Mont Blanc or Lake Orta, where athletes, their families, local residents, and event staff often join us to clean and restore the areas. Over time, we’ve expanded this initiative, involving customers, suppliers, and neighboring companies, and encouraging them to take part. Recently, we even launched the Vibram Green Team racing bib sale, which is tied to nonprofit activities in the sports community. Seeing people think differently and take action—no matter how small—reminds me that real change begins with awareness, and that’s what drives me.”

A FUTURE SOLE FOR FUTURE FASHION

“Fashion is one of the greatest challenges for sustainability. Vibram entered the fashion space for several reasons—connecting with a younger audience and engaging with other industry players among them. The real issue to address, or rather to change, in fashion is the concept of emotional durability. Vibram soles, for example, are built to last. In the mountains, after years of wear, they do eventually wear down, but we give everyone the opportunity to resole their shoes. The problem lies in our obsession with the ‘shoe of the moment,’ the constant need for the latest model. In conferences I often get asked, ‘How many shoes do you have in your closet? And how many do you throw away because they are no longer usable and worn out? How many, on the other hand, are discarded because you no longer like them or they are out of fashion?’ The modern drive to consume—constantly buying, discarding, and replacing—fuels production at an unsustainable rate, especially given that it far outpaces population growth.”

“In technology, we used to talk about planned obsolescence. Today, regulations have curbed its worst effects, introducing frameworks for reuse, recycling, and circularity. Fashion, however, still lags behind. Breaking this consumption-driven mechanism requires a shift in mindset and business models. The need for ownership—something so important to past generations—must be reimagined. Take my son, for example. When I turned 18, I couldn’t wait to own a car; that ‘rite of passage’ held no interest for him. It’s a generational shift, reflected in trends like Vinted and the rise of sharing culture. In this new landscape, quality and durability are the keys. They’re the only way to combat disposable, fast fashion and pave the way for a truly sustainable future.”

“To draw an ideal comparison for Vibram: today we sell soles, but maybe tomorrow we’ll sell passes, kilometers, or meters of elevation gain. Imagine going to the mountains, using a Vibram sole, and passing it on for someone else to use once you’re done. Another vision involves on-demand production: you need a product, we create it after you purchase it—no excess sales, no waste. Another guiding principle of our ownership concerns the design of our soles. Ideally, we would produce only the essential: universal soles for everyone. Of course, every brand partner wants to preserve its own ‘family feeling,’ showcasing and enhancing its unique identity. I understand that, but from a sustainability standpoint, creating a hundred soles that differ only in minor details is far from efficient. If a proven, virtuous design—like our Carrarmato sole—were applied across as many projects as possible, the positive impact would be substantial.”