Why I Keep Coming Back to SAYE (and Their Ginger M82s)
Some sneaker brands launch with hype. SAYE launched with values. Born in Barcelona and crowdfunded by conscious consumers, SAYE (formerly Wado) has carved out a rare space in the sneaker market: one that blends thoughtful materials, ethical supply chains, and stylish design—with zero fast fashion energy.
Their shoes might catch your eye (I wear the M82 Hybrids in Ginger), but what really makes SAYE stand out is their story: a mission-led business built from the ground up, designed to challenge the norms of synthetic-heavy, profit-first footwear.
A Brand Born from Belief
SAYE launched in 2018 through a Kickstarter campaign that became the most-funded Spanish fashion project ever. That stat alone says something powerful: consumers are hungry for a better option.
Founded by Marta Llaquet, Lizzie Sabin, and Damian Augustyniak, the brand’s philosophy is refreshingly humble:
“It's not about accomplishing great things, but about finding greatness in the little things done with intent.”
That mindset runs deep—from their use of vegan, bio-based materials like corn, cactus, bamboo, mango, and rice, to their partnerships with European suppliers who meet high labor standards. For every pair sold, SAYE contributes to reforestation efforts through WeForest, supporting forest restoration and local communities.
Their packaging is 100% plastic-free and biodegradable, another example of how their principles show up in the details.
A Hard Market to Grow In
But purpose-driven vision doesn’t always mean smooth scaling. In 2024, all three co-founders stepped away from daily operations, passing leadership to new CEO Alfonso Segura. The shift marks a new chapter focused on profitability, omnichannel growth, and global expansion.
It also reflects a deeper reality: scaling a sustainability-first brand is hard. Online sales dipped from €6.7M to €5M in 2023, though margins reportedly improved. High return rates—often tied to fit inconsistency across models—continue to challenge operations. Add rising marketing costs and the expense of maintaining a European-based supply chain, and it's clear that SAYE's path hasn’t been easy.
Yet their persistence is paying off. SAYE is now stocked in 120+ international retailers, including Urban Outfitters and Madewell, with Germany and the U.S. as top markets.
Not Fully Plastic-Free (Yet)
SAYE isn’t 100% plastic-free. Many of their models still incorporate recycled PET or bio-based synthetics (materials that don't always break down naturally). But the brand is transparent about this and continues to invest in alternatives, such as cactus leather and mango-based fabrics. From the start, they've emphasized that "vegan" alone isn't enough if the materials still come from fossil fuels.
They may not go as far as brands like UNLESS, which eliminate synthetics entirely, but SAYE is trying to balance material progress with affordability and everyday wearability. It’s a pragmatic, honest approach that deserves attention.
One standout detail: 82% of SAYE's team are women—a rare stat in the footwear industry, and one worth celebrating.
TL;DR: Why SAYE Is Worth Watching
✅ Mission-aligned. Ethical sourcing, tree planting, and material innovation.
✅ Style without ego. Retro-modern silhouettes with subtle edge.
✅ Comfort-first. The M82 Hybrids are genuinely wearable all day.
✅ Still improving. Not 100% plastic-free, but actively working on it.
✅ Built from the ground up. No hype machine—just values and community.