tire-derived fuel

Everything you ever wanted to know about eco-friendly shoes, recycling tires to shoes and more.

The international recycling symbol, three chasing arrows

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10 mins

Who Decides What “Sustainable” Means on a Shoe? The FTC’s Rules and How to Check a Claim

In the US nobody grants a "sustainable" label. The FTC's Green Guides set the benchmark: skip bare "eco-friendly", and say "recyclable" only if 60% of buyers can recycle it. What the Guides say, the EU ban that began in September 2026, and what FDRA, Cascale, Textile Exchange, ReMA and USTMA publish.

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Abandoned pile of used tires outside a sawmill in Palmersville, Tennessee

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10 mins

Where Do Old Tires Go? US Scrap Tire Numbers From the Industry’s Own Report

In 2023 the US generated 264 million scrap tires. USTMA says 79% went to a market, but the biggest single destination was fuel, and tons sent to landfill rose 19% since 2021. The numbers, what "recycled" means, and what to do with your old tires.

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Eco-Friendly Shoes

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10 mins

Walking the Green Path: Why Eco-Friendly Shoes Are More Than a Trend

In a world where over 20 billion pairs of shoes are produced annually, with a significant number ending up in landfills, the need for sustainable alternatives has never ...

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Sustainable Shoe Brands

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10 mins

Transitioning to Sustainable Shoe Brands: A Consumer’s Guide

In the world of fashion, shoes are often overlooked when it comes to sustainability. Yet, with the global athletic footwear market estimated to hit a staggering $95.14 billion ...

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Sustainable Footwear

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10 mins

Beyond Eco-Friendly: The Promise of Sustainable Footwear in the Modern Era

Did you know that approximately 25 billion shoes are manufactured every year? That’s about three pairs of shoes for every person on Earth! Unfortunately, around 95% of these ...

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Vegan vs. Sustainable

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10 mins

Vegan vs. Sustainable: Decoding the Labels in Footwear

Understanding the Terms: Vegan and Sustainable Hey there, let’s dive right in! When we talk about ‘vegan’ in the context of footwear, we’re referring to shoes made without ...

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Vegan Shoes

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10 mins

The Rise of Vegan Shoes in the Fashion World

In the world of fashion, a surprising revolution is taking place. The once leather-dominated industry is now witnessing a surge in the popularity of vegan shoes. This isn’t ...

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Wheelies origin, Lara and Rui do Rosario, sustainable startup, high school pitch

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10 mins

The Origin Story of Wheelies: From High School Pitch to Sustainable Revolution

Ever tried to slice through a tire? It’s tougher than you think. That’s the surprising challenge my sister and I faced when we first embarked on our mission ...

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Sustainable fashion future

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10 mins

The Future of Sustainable Fashion: An Interview with Experts

Understanding Sustainable Fashion Sustainable fashion, you’ve probably heard the term, right? But what does it really mean? Well, it’s not just a buzzword. It’s a movement, a philosophy, ...

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10 mins

From Landfill to Footwear: How Wheelies Transforms Old Tires into Stylish Shoes

Did you know that the US generated about 264 million scrap tires in 2023, and about 48 million of them went to landfill (source: USTMA, 2023 End-of-Life Tire ...

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shoes from tires

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10 mins

Wheelies: The Journey of a Tire from Landfill to Footwear

Imagine this: Every year, around 300 million tires are disposed of in landfills in the U.S. alone. These tires take a whopping 2000 years to break down, all ...

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challenges of tire recycling

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10 mins

The Challenges of Tire Recycling and How Wheelies Overcomes Them

Ever had a flat tire and wondered what happens to it once it’s replaced? Well, you’re not alone. Tire recycling is a massive industry, but it’s not without ...

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