RICHMOND, U.K. - eTradeWire -- British Footwear Brand Hugs & Co. Champions Sustainable Luxury with Up-cycled Tyre Sole Collection

LONDON, UK — June 8, 2026 — British luxury footwear brand Hugs & Co. has officially announced the expansion of its pioneering sustainable footwear line, featuring high-performance driving loafers crafted with up-cycled tyre soles. By combining traditional Portuguese craftsmanship with innovative waste-reduction technology, the independent brand is redefining what modern British luxury looks like.

The signature TS1 driving loafer sits at the heart of this eco-conscious collection. Each pair utilises a meticulously engineered outsole made from discarded vehicular tyres that would otherwise be destined for landfills or incineration. This up-cycled material not only dramatically reduces the carbon footprint of production but also offers unparalleled durability and grip compared to traditional rubber soles.

"Luxury fashion and environmental responsibility no longer need to be mutually exclusive," says Benjie Davis, Co-founder of Hugs & Co. "With our upcycled tyre sole collection, we wanted to prove that classic British style can be preserved while actively participating in the circular economy. Our customers appreciate the story behind the shoe just as much as the comfort and premium suede texture."

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Every pair of Hugs & Co. shoes is handcrafted in Portugal using premium, ethically sourced European suede and leathers. The integration of the tyre-sole technology requires a specialised manufacturing process, ensuring the classic silhouette of the driving shoe remains sleek, lightweight, and flexible.

As consumers increasingly demand transparency and ecological accountability from luxury labels, Hugs & Co. continues to position itself at the forefront of the UK's sustainable footwear movement, proving that premium style can leave a smaller footprint.
The full collection is available for UK and international shipping online at www.hugsandco.com.

About Hugs & Co.: Founded in London by brothers Benjie and Hugo Davis, Hugs & Co. is a premium British footwear brand renowned for its contemporary twist on classic luxury styles. Specialising in driving loafers, Chelsea boots, and casual footwear, the brand focuses on exceptional comfort, fine European craftsmanship, and pioneering sustainable design elements.

Media Contact: Hugs & Co.
Press Office Email: benjie@hugsandco.com
Website: www.hugsandco.com