In a groundbreaking move for sustainable fashion, Chupps Footwear, India’s homegrown open-footwear brand, has unveiled the country’s first biodegradable billboard in Bandra, Mumbai. Conceptualised by INTO Creative, the installation symbolizes Chupps’ bold commitment to reducing fashion waste—both in its products and its promotions.
The billboard, crafted entirely from biodegradable materials, features a bamboo frame, a mixture of mud, clay, hay, and sawdust, and a headline drawn with fresh limestone instead of paint. Designed to naturally disintegrate when it rains, the structure mirrors Chupps’ latest innovation—biodegradable sliders that decompose within 24 months once discarded in landfills. “If our products can disappear responsibly, so can our promotions,” the campaign asserts, redefining what sustainability in fashion communication can look like.
Every year, the global fashion industry generates over 92 million tonnes of waste, with footwear taking up to a century to decompose. India, one of the world’s largest footwear markets, is a significant contributor to this problem. Chupps’ new collection, made using TruZero™ Bio Foam, is designed to decompose responsibly while maintaining comfort, durability, and style.
Yashesh Mukhi, Founder of Chupps, said, “The future of fashion won’t be defined by how long it lasts, but by how gently it leaves. Designing for endings is the only way to ensure a new beginning for our planet.”
Santosh Padhi (Paddy), Founder and Chief Creative Officer of INTO Creative, added, “We wanted to make biodegradability tangible—so we built it. This billboard itself tells the story of Chupps’ promise.”
With this initiative, Chupps isn’t just promoting a product—it’s igniting a national conversation about how fashion can look good, feel good, and do good for the planet.
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