New Movements is an Oslo footwear brand founded in 2017 by fourth-generation shoemaker Martin Evensen that describes itself as a premium leader in size-based, circular footwear, launched what it calls the world’s first shoe-recycling programme and publishes a ‘20% recycled materials’ commitment for its sneakers, loafers and boots; the shoes are handcrafted in Felgueiras, Portugal, and developed in Oslo, according to the brand’s own product pages. It sells online across Europe from a Norwegian-krone base with two-to-five-day delivery and free exchanges.
New Movements was founded in Oslo in 2017 by Martin Evensen, a fourth-generation shoemaker, around a single idea the brand states plainly: of the roughly 25 billion pairs of shoes made in the world every year, about 95% end up in landfill, and the company wants to make a shoe that can be fully recycled. It describes itself as a premium leader in size-based, circular footwear, says circularity has been part of its DNA from the first shoe, and claims the world’s first shoe-recycling programme; its site carries a ‘20% recycled materials’ page alongside its journal and philosophy pages.
The making is Portuguese. The brand’s product pages state that the shoes are handcrafted in Felgueiras — the Tâmega footwear cluster that also produces for Gothenburg’s Sneaky Steve — and developed in Oslo, and the range is a compact unisex offer of sneakers, loafers and boots split into spring/summer and autumn/winter seasons. Distribution is direct-to-consumer: a Norwegian-krone webshop that ships across Europe with two-to-five-day delivery and free exchanges.
New Movements is the Norwegian entry in a pattern NorthSouth HQ tracks across the Nordics: a design-led shoe brand that treats a named Portuguese cluster as part of its sustainability story rather than as a hidden cost base. For Felgueiras factories, circular-design briefs — recyclable constructions, recycled uppers, take-back schemes — are becoming a specification, not a niche.
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