Interview with the founder of ANTHONY STOKER

In today’s interview, we speak with luxury, ethical footwear designer, Anthony Stoker, as he reveals his passion for creating beautiful shoes with both consumer and craftsman in mind. Without compromising on sustainability, each pair of shoes are proudly made for longevity; styles that will endure for many years, not just a season.

Thank you for wanting to be part our exclusive network. What were your reasons for joining us and investing in the Ethical Brand Directory / Academy and community?

To connect and engage with like minded people and brands; who align with conscious, mindful consumption and the awareness of where we’re putting our attention; spending money and time, and who we’re giving it to.

Can you give me a brief overview of your brand and the type of products you sell?

It’s about the passion and creation, of beautiful shoes.
Respect for the makers; the customers too.
To inspire quality not quantity; consuming much less.
Reverence for people, and craft; so one can reflect.
To inspire an awareness, so you know what you buy.
To know where it came from, who made it, and why.
Inspired by the worlds, of Music and Art.
From moments in life, held close to my heart.

What are the 3 most important things that people should know about your brand?

Inspiring Appreciation for Craftsmanship.
Shoes worth wearing.
Stories worth sharing.

What was your WHY? What inspired you to set up your business?

In response to the mass market, fast fashion;
I wanted to align my work with craftsmanship, with creating shoes customers would cherish, and with being mindful.
To inspire people away from fast fashion and to appreciate the slow.

What challenges do independent brands like yourself face?

Financial sustainability while creating awareness and building revenue streams.

Why is it important to be ethical in business?

I believe Trust is important. Integrity and truth are integral to that trust.

What is the link to your page on ethics on your website?

What steps are you taking to ensure your brand operates as ethically as possible?

Almost 100% of the components of the shoes are sourced within Italy, many within the same region as the factory, including the box, so as to reduce the ‘footprint’ on the planet. By creating styles that will endure for many years, not just a season; with a high quality of manufacture, aligned with longevity.

How important is sustainability for businesses? What are you doing in your business to reduce your environmental impact?

The people in the factories which I work with, the craftsmanship, are very proud of their work. And by virtue of this mentality are very conscious of sustainability; they want their work to last, they’re proud of the longevity and beauty in their product.
When something is beautifully made, created for the long term – it’s destiny is to be worn and cherished, used and re-used; to become vintage and classic; and not destined for landfill.

What are you not doing in your business but want to improve on?

While I do illustrate provenance, I intend to improve on this with more detail, and deeper knowledge of the supply chain.

What is the link to your page on sustainability on your website?

Do you have any favourite ethical and sustainable quotes, or any key influencers that inspire you?

Frequently quoted, and hard to beat; beautifully succinct;
“Buy Less, Choose Well. Make It Last.” ; Vivienne Westwood.

Why should the general public care about supporting ethical and environmentally responsible brands?

Each purchase is a choice.
“In our consciousness, there are many negative seeds and also many positive seeds… Identify and water the positive seeds every day.” : Thich Nhat Hanh.


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