Amplify collabs with Converse to launch sustainable Renew Labs store in Fitzroy

Converse have launched the first Converse Renew Labs retail store in the world in Australia.

Renew Labs Fitzroy has created a centre for self-expression in collaboration with brand experience agency Amplify, where consumers will be engaged to customise their Chucks, with patches, embroidery and eco-friendly dyes, alongside opportunities to refresh with cleaning, repair and new services. 

Renew Labs will also act as a designated collection point for any pre-loved sports shoes that cannot be renewed, instead being recycled into products like gym flooring through partner TreadLightly’s initiative. 

The experience will be centred around the Converse Renew product range and a business model that’s purpose is to extend the life of Converse products, building on the brand’s circular design principle that guides Renew products, and moving with the global trend towards a more sustainable future for the world. 

Converse All Stars, Converse’s global community of creatives that drive progress through grassroots initiatives, will play an ongoing and active part in the Renew Labs journey to create positive change, with Fitzroy being chosen as a symbolic space for environmental specialists, All Stars, and consumers to all come together and share in the same vision.  

Some of the pieces that feature in the store from local artists include planters crafted from 100% recycled post-consumer plastic waste, and a mix-medium feature wall based on youth culture and street art that doubles as a display unit. 

Tim Baggott, creative director at Amplify, says Amplify is excited for the opportunity this store presents and looks forward to working collaboratively with the team at Converse. 

The store is built around the statement “There is always a way to renew what we do”, an idea that resonates strongly with Amplify’s own sustainability efforts and is designed to be a perpetual work in progress, a space to be reconsidered, reworked and reimagined over time,’ he says.

BY Conor Fowler ON 6 December 2021
Conor Fowler is a writer for Marketing Mag.