About Humans Are Vain

Humans Are Vain is a premium Swedish brand that fuses the latest vegan materials and innovative methods with timeless contemporary design. The skilled conscious shoe brand is defined by their recycled and vegan materials. Products made from materials such as pineapple leaves and recycled plastic ocean trash can be found throughout the brand’s collection. Humans Are Vain only produces products that can be fully recycled at the end of their life. Their footwear can be turned into new soles, and Humans Are Vain thus ensures this circular mindset from the inception of their designs, in carefully developing the materials for their products and all the way to the final vegan product.


Brand Ethos

Less is more is a cornerstone of the vegan brand. Humans Are Vain has made a conscious choice not to overstock or inflate prices for the benefit of sales. Instead, the brand embraces innovative methods and materials to create timeless contemporary designs. The result is footwear that can be classified as 100% vegan. The shoes are the embodiment of a rebellion against the fast fashion industry’s disposition to overstock, inflate, and operate a markdown strategy.

The comarché framework

Product lifecycle

Brand sustainability

Forward thinking and pioneering new sustainable projects is the core of Humans Are Vain’s business model. The vegan brand aims to become a carbon-neutral brand through sustainable production methods. This includes the brand’s involvement with innovation hubs and environmental organisations to create next-generation materials and production methods that can bring the industry towards better practices.


Local Materials and Minimizing Overproduction

Since Humans Are Vain’s beginning, the vegan shoe brand has factored in their carbon footprint into all their decisions. Working selectively with factories in Portugal with everything from sampling to production is deliberate. Portugal is known for their excellent craftsmanship but working with factories in Europe also means that Humans Are Vain can transport their stock by road to their headquarters in Sweden. Slower but better. Simultaneously, Humans Are Vain purposely does not overstock or inflate their prices for the benefit of sales and promotions. Pushing slow fashion is the brand’s rebellion against the industry’s fast fashion disposition to overstock, inflate, and operate a markdown strategy.



Recycled and Vegan Materials

Humans Are Vain mainly uses recycled materials and components. However, in the odd situations where virgin materials are needed, the brand ensures that the materials are still produced in compliance with high environmental standards. Equally, the materials are engineered in a way to ensure recyclability at the end of the product’s lifecycle. In fact, all Humans Are Vain’s products have been engineered in a way to ensure they can be recycled again. The footwear can be ground down and turned into new soles for future production. What’s more, all their materials and components are vegan friendly. Humans Are Vain only uses water-based glues for production. The brand uses TENCELTM fibres made from wood pulp for the footbed material of the shoe. Impressively, Humans Are Vain’s entire product can be classified as 100% vegan and not just the materials.


Humans Are Vain carries the PETA-Approved Vegan logo which highlights the brand’s vegan credentials. Additionally, the brand collaborates with organizations that remove plastic waste from the ocean on the West Coast of Sweden, not far from the brand’s home. It is called The SEAQUAL Initiative which turns plastic from the ocean into a special polyester material that Humans Are Vain can use in their footwear and accessories.

The Comarché Notes

Humans Are Vain is a premium Swedish footwear brand that fuses the latest recycled vegan materials and innovative methods with timeless contemporary design. The result is 100% vegan footwear that is 100% recyclable. You can quite literally leave behind a smaller footprint by wearing Humans Are Vain.

Certifications, councils and pacts

UN’s Sustainable Development Goals

The Brand does not work actively with the Sustainable Development Goals yet.
See all Sustainable Development Goals from the United Nations here.

Sustainable highlights on brand level

  • This indicates that the brand has actively sought out Fair Working Conditions for the producers of its product(s).

Product Lifecycle


The Design Phase is a crucial part of determining a product’s sustainable capabilities. We’ve chosen to highlight a few genius steps that enable a sustainable product right from the beginning.

    Material & Material Extraction

    The materials used for a certain product and how these materials come to life are of crucial importance to the sustainable capabilities we seek in products.

      Transportation of Materials

      This step relates to the transportation of the raw materials from when they are first obtained (harvested etc.) to the production site. Obviously, the closer to the production site, the better.


        Obviously, the production of a certain product has an impact on the overall level of sustainability. Luckily, many manufacturers have now taken steps towards more sustainable production methods.


          How a brand chooses to package its products will have a significant influence of the carbon impact from packaging and transportation.


            This step relates to the distribution of products when they have been produced. Obviously, the closer to the brand’s warehouse, the better.


              How you choose to use and take care of a product has a bigger impact than you think. Just think about how much longer a shirt lasts if it has been washed in the right way.

                End of life

                At this step, there is no way out and we have to find some way of discarding our product. How we discard a product will significantly influence the opportunity of reusing materials used.

                  Thank you for signing up

                  You will receive an e-mail from us shortly.
                  Looking forward to staying in touch.