NORM'S STORY

How did Norm Start?

In 2018, the fashion industry accounted for 8,1% of the global climate impact with almost 4 metric gigatons of CO2 emission. This is almost as much as all the emissions of the European union.

More than 23 billion pairs of shoes are produced every year, and each one of them releases 32kg of CO2 equivalent. This is comparable to each one of us doing a 900km flight or a 2350km car trip each year.

3 friends and sneakers addicts, Antoine, Arnaud and Nicolas who have been active in the shoes industry for a decade were confronted by those astonishing figures and the impact their work had on the planet. Solutions had to be found.

Unfortunately, they realised how complicated it was to find a stylish sneakers brand that took sustainability seriously.

As they were not satisfied with the answered they were given, they decided to act and create a brand themselves. A brand that would put their customers, the planet, employees and suppliers in an ethical and balanced ecosystem.

Norm was born.

MEET THE TEAM

Meet the team

ANTOINE

Antoine is a mechanical engineer who worked in aerospace for years. Nobody ever really understood how he ended up in shoes—but he gets things done around here. He’s our Swiss army knife, fixing a door in the morning and drafting a business plan in the afternoon.

ARNAUD

Raised in a family that worked in the shoe industry, Arnaud grew up talking soles and seams at the dinner table. Chances are his daughters will follow suit, for it’s hard not to share the enthusiasm of someone with his level of expertise and love for his subject matter.

NICOLAS

Every team needs an artist. Ours is Nicolas, a shoe designer with a degree from fancy La Cambre design school in Brussels. He honed his technical skills with big brands, but today he’s the one pushing our lean but mean team to achieve the targets ahead.

OUR STORY

Over 23 billion pairs of shoes are produced every year, and each one accounts for 32 kg of CO2. That’s the equivalent of a 900 km flight. 

So here’s us, three friends with a thing for sneakers. Being in the shoe industry for a decade, we know the numbers. We know the problem. And we want no part in it. So we set out to produce a shoe that wouldn’t harm the environment. One that looks sleek, too. Time after time, we were told it couldn’t be done. 

Turns out we can—if only we change the norms.

OUR CREATION PROCESS



To make the shoes we wanted, we had to rethink every single part of it. We started with our eco-design approach, minimising the number of components. Then we searched for the right materials and for the best manufacturers in Europe.

Sustainability is in our blood: it is the core of what we are. From material selection, choice of suppliers, transport, packaging…sustainability is the fundamental of all our decisions.

Transparency is our currency: We are 100% transparent, on our impact, suppliers and costs. We have nothing to hide and we are proud to show how we are working.

Modernity: Our products are modern, innovative, and future-facing. We decided to come with a product that would set a new standard in the industry.

NORM WOULD NOT EXIST WITHOUT YOU!

Thanks to all of you who supported us during our crowdfunding campaign in 2019, we were able to create Norm. We wish to say a special thank you to:

Adélaide Evrard – Riccardo Agnolini - Alain Dohet – Aless - Alex Torbeyns - Alex, Math & Syl - Alexandre De Waele - Ali Cuff - Alice Bader - Alice Penninck - Allan Thys – Alli - Amaury Gravy - Anastassiades - Anders Andersen - Andy Jacobs - Angeli Kapli - Angelo Passarelli - Anne-Flore Tricnaux - Annekatrin Bergemann - Antoine - Antoine Van Enis - Arnaud - Arthur Chatterjee - Arthur Tahon - Aude Marcelle - Auré - Aurélie Carnoy - Axel Materne - Barbara - Bastian Hagmaier - Bazin - Ben JdB - Bence Molnar - Benedetta - Benjamin Linssen - Benny - Ciurdas - Benoit Fortpied - Bernard Gryglewicz - Björn Knoop - Blaze Type - Bradley - Rasmussen - Bub - Cabrilllon - Callens anne - Cathy - Ced saus - CGO - Chim Bob de Cock - CHO - Chris K - Christelle Deliens - Christine Avai - Christophe Bravin - Coline Bricteux - Corentin Tassignon - Cyrille Degauque - D.Bonami - Dalius Norkūnas - Daniel Sum - Dauvin Sebastien - Delphine Plissart - Derenne Nicolas - Dimitri Van Vossel - Dom - Dome Maxime - Domien Van Rompaey - Dominique Lemmens - Donatienne Bodart - Drummer K - Elena Fidel Kuri - Elodie Hubin - Erhard Wiese - Erik Gillet - Estelle Deboever - Etienne vdH - Evely - Félix - Filip Manneby - Fix Braun - Flora Eveno - Fonfon - FreBa - Frédéric Caussil - Frederic de Liedekerke - Frédéric De Staercke - Frédéric Debouche - Frederik Danneels - Frederik Skou - Frederik Woebs - Fridolin - Gé Vanderveken - Gianluca Lavigna - Giel - Gilles Martinet - Golly - Grégoire Fischer - Guggi - Guillaume Hellemans - Guillaume Navette - Guillaume Schuermans - Gwen Neu - Gwendoline – G. Hambye - Hancq - Harmonie Viroux - Heni - Holger Quast - Ian & Eva Jánští - Irina Gunbina - Is@ - Isoof - Jen-Louis Ville - Jack la menace - Jan Van Hoof - Jasper - Jean Fonteyn - Jean-Philippe Van Craen - Jenna Demeter - Jennifer Sevrin- Jens van Daele - Jeremy Boomer - Jim Saudoyer - Marie El Khoury - Joan Bagge Winkel - John - Jonas Elfering - Jonatan Gjerrild - Jonathan Asquier - Jonathan Schrauwen - Jordan B - Joris Impens - Josh Littin - Juan Pablo Espinosa - Julie Bulckr - Julien G. - Julien Parisi - Julien Sohier - Kastorrr - Kevin Timmermans - Kiki - Kilian Crosset - Kirsten Raeymaekers - Klara Bessemans – Konsta Hyötylä - Kristel Sieprath - Kryckan - Lars Hessinger - Lauranne Baiverlin - Laurence Van Ingelgem - Laurence Wouters-Schindfessel - Laurent Grumiau - Lia Hubin - Liisa Männistö - Lili - Lionel De Clercq - Lisa O'Sullivan - Lisiane Detaille - Livi - Llke - Loic Vandervlies - Lorenza Corinaldesi - Louisa Brandt - Ludwig - Luis Gómez Ordóñez - M. de Bruyne - M. Garset-Borg - Mads Lund Petersen - Mads Lund Vestergaard - Maëlle Winant - Malory Conti - Marc Bosmans - Marcellin Niset - Marco Karnthaler - Marie - Marie André - Marie Meuwis - Marie-Christine - Marine Medaets - Marjorie Vereckt - Mátyás Csiky - Maxence Bonhomme - Maxime Laurent - MG - Michael Saublens - Michel Massaer - Michel Trapani - MichelOnTime - Miguel Meuleman - Mike Staal - MK - Mohammed Ousri - Monica - Morgane DP - Moritz Nagl - Muriel Flamand - Nancy Miceli - Nathan Berghmans - Naveen K - Kumar - Nghiem Bao Duy Nguyen - Nick - Nick Cendrowicz - Nicolas - Nicolas Keser - Nicolas Vidick - Nils Coleman - Noémie Vancoppenolle - Nuno Oliveira - Olivier Costa – Olivier Eroyaux - Olivier Laporta - Ongaro Bastien - Oscar Lamblin - Patrick Hendrickx - Patrizia - Patrizia Gori - Pauline Maison - Pedro Voineau - Peter Timmerman - Rapaguva - Raphaël D'Ostuni - Raphael Malagnini - Rattozuma - Rémi Bay - Robin - Robin Dehde - Rodrigue Avimadjessi - Romain Goffin - Rostam - Rothschild - Roy H. - Sam Ndagano - Sander Weustink - Sass Livia - Schena Vincent - Scott Sombat - Seren Horsey - Siebe Temmerman - Siham El Kastali - Simon Cerfontaine - Simon Joufflineau - Simon Laurent - Simus Evelyne - Sofie Lemlijn - Sofie Stas - Spencer Gilbert - Steentje - Stefan Unterfrauner - Stephan Stegeman - Stéphane Boutay - Stéphane Chatry - Stephane Dedenon - Stéphanie Laloux - Strul David - Sven Blockeel - Sweep the Ceiling - Taiki Yukawa - Tatoon - Tevž D - Théo Renaud - Thibault G. - Thijmen van Gent - Tiboute - Tijn Pieren - Tijs Van Boven - Tom V. - Tylanos - Valentin - Valentine Regniers - Valentine Rousselle - Valérie Stévens - Valérie Vermandel - Vanessa Biccai - Victor Grevesse - Victoria DP - Vincent Borremans - Vincent Truyens - Virginie Smans - Waldmat - Xavier - Xavier de Wasseige - Yann péchard - YVC - Zazon Bodart

WITH THE SUPPORT OF

Fondation Roi Baudouin: Fond ING pour une Economie plus Circulaire

BeCircular: Lauréat 2020