MANILA, Philippines -- Do not judge these shoes by the brand, for there is nothing simple about Simple shoes.

While other shoe brands trumpet their advanced technology or trend setting designs, California-based Simple is all about the innovative use of earth-friendly materials in the manufacturing of comfortable yet fashionable shoes.

Recycled bike tires, plastics, carpet padding, used inner tubes and old car tires, organic cotton, bamboo and silk are just some of the sustainable materials present in Simple shoes, and the list is growing.

Quest

Simple is on a never-ending quest for more eco-friendly raw materials to add to its shoes because as the 18-year-old company loves to say, how it makes its shoes is just as important as why it makes them, which is to earn money while keeping Mother Nature happy.

It is this unique brand promise that inspired enterprising couple Nathaniel and Vanessa Sy to invest their money in bringing Simple shoes to the Philippines.

Nathaniel, 33, tells the Inquirer that he had long been looking for another business to get into since the family business of roasting and distributing coffee beans is pretty much running on its own.

But he did not want to get into just any business that promised a quick profit. He was yearning for a product that stands for much more than just money.

So he and his wife searched the Internet for a shoe brand that would cater to the entire family?not just certain segments like men, women or children.

Sy limited the search to shoes because he thought that Filipinos can never have enough shoes. They are almost as basic as rice and eggs.

Eureka

His Eureka moment came when he stumbled upon Simple.

It had everything Nathaniel was looking for: Models for the entire family and a noble mission, which is to contribute significantly to keeping the environment healthy.

Nathaniel and Vanessa?s enthusiasm and belief in the brand must have come across well because Simple management based in Sta. Barbara, California, in the United States granted their Hightimes Distribution the exclusive right to distribute Simple shoes in the Philippines, to think that they were bidding against a bigger competitor with a more established retail presence.

?They probably found us to be more hands-on and enthusiastic about Simple. What really attracted us to Simple is not only the nice shoes but also the Simple message that it carries, which is very relevant today,? Nathaniel says.

Simple shoes was finally introduced to the local market in September 2008 through a kiosk or display in the Rustan?s high-end retail chain.

It has been a fruitful journey ever since.

?We are very happy with Rustan?s because they gave us the chance to tell the Simple story,? Nathaniel says.

Simple liked the way Hightimes positioned the brand that it was awarded distributor of the year based on its marketing plan.

Nathaniel says most of the buyers so far of Simple shoes, which cost around P3,000 a pair, are university students who relate well to the message of environmental sustainability.

Nathaniel says it is these young buyers who later convince their parents or older siblings to try out the Simple shoes and feel good about having a pretty pair of shoes and contributing to saving the environment.

Double punch

?We have something of a double punch. If we don?t get them with our message of being eco-friendly, then we get them with the fact that the shoes are comfortable,? he says.

The tactic is paying dividends and Nathaniel plans to further expand distribution this year despite the global economic crisis.

?We are also looking at other ways to talk about our brand like through memberships and online marketing,? he adds.

Simple will also be present in bazaars and in events organized by student organizations in top universities.

He will do what it takes, he says, to spread the word that it is possible to save the environment and look good while doing it.