The calm before the next wave of innovation
25 June 2026
Over the past few years, sustainability has become a fixed part of how safety shoes are developed and produced. While brands initially managed to reduce their footprint through relatively straightforward improvements, the industry has now entered a new phase: tackling more complex challenges. How do you lower the impact of the product’s core materials? And how do you create truly circular content – from shoe to shoe?
According to Elroy Bongers, Head of Innovation & Sustainability at EMMA Safety Footwear, that is exactly where the biggest challenge lies. “The first steps were relatively clear,” he explains. “But the real impact comes from material choices, product design and return logistics. That’s significantly more complex.”
From visible improvements to more complex decisions
Between five and ten years ago, the industry started putting sustainability on the agenda, often without a clear long-term vision. In that first phase, the focus was on improvements that could be implemented relatively quickly. Switching to renewable electricity already resulted in around 10% reduction, and working together with suppliers also made it possible to improve the sustainability of components.The next phase is less visible and much more complex. The greatest impact of products such as safety shoes lies in the core materials, including leather, PU, rubber and steel. And that is where the toughest trade-offs arise.
We’ve reached a point where we have to choose between innovating within existing frameworks and developing truly new, out-of-the-box solutions. Within those existing frameworks, we run into limitations: recycled or bio-based materials are often more expensive, and applications are usually limited to around 30% of the total composition in order to maintain performance. “You’re searching for something that almost doesn’t exist,” he adds. “The product has to be more sustainable, circular, affordable and deliver the same performance.”
“You’re searching for something that almost doesn’t exist: a product that is more sustainable, circular, affordable and delivers the same level of performance.”
Making progress requires in-depth knowledge of materials, production processes and product performance. No single factor stands on its own; every choice affects weight, lifespan, comfort and costs. That interconnection is exactly what makes this phase more complex than the earlier improvements.
Increasing demands from the market
At the same time, market expectations are changing rapidly and the influence of the end user continues to grow. Today’s users expect safety shoes not only to protect them, but also to offer sneaker-like comfort and looks. And if this trend continues, collections will need to change faster and more frequently to keep up with customer demand. Speed and innovative agility will become increasingly important for brands that want to remain relevant.
Quality, comfort and sustainability as clear brand pillars
Within EMMA, we are transitioning towards a more innovative position at the forefront of the industry. We are deliberately engaging more closely with customers, bringing in new talent and exploring new ways of working to speed up time-to-market. At the same time, it remains important to stay recognisable as a brand. That is why every product development is guided by our core values: quality, comfort and sustainability.
All EMMA products must continue to perform in real-life working environments, also in the long term. That means durability remains a key starting point. A shoe that lasts longer needs replacing less often and therefore has a lower footprint across its full lifecycle.
This approach is clearly visible in the E-BOUNCE line. These shoes were developed with a strong focus on material selection and construction. By using E-Foam® technology, EMMA combines low weight, a lower footprint, optimal energy absorption and return, and long-lasting performance. With E-BOUNCE, EMMA demonstrates how multiple performance requirements can come together in one product. This approach also contributes to lowering the footprint by balancing material use, weight and lifespan.
Conscious choices throughout the supply chain
EMMA also makes deliberate choices within its production chain. We continue to manufacture in the Netherlands because it is the only way to maintain strong control over product quality and development. At the same time, fully manufacturing in the Netherlands is no longer feasible within today’s market conditions. Expectations regarding comfort, appearance and pricing mean that part of the production takes place outside the Netherlands. “That’s the reality of the market,” says Elroy. “That’s why EMMA works with a hybrid supply chain. This combination allows us to maintain control while also staying flexible enough to respond to changing market demands.”
This decision also aligns with broader supply chain developments. Global supply chains are becoming less predictable and resourcing is gaining importance. For EMMA, that is an additional reason to keep part of the production close to home. Looking ahead, local presence will remain highly valuable. “Not only to safeguard quality and stay close to the customer,” Elroy explains, “but also because it is essential for true circularity. Our proximity to the market will become an important competitive advantage in circularity.”
“The biggest progress today lies in what you don’t immediately see, but those are exactly the changes that will make the real difference.”
The role of legislation and regulations
Alongside technological and economic challenges, the influence of legislation and regulations is also increasing. New directives and obligations add complexity and require adjustments in processes and data management.
Sustainability today is no longer just about taking action – you also have to prove it. That’s a positive development, but it asks a lot from an organisation. Besides finding new materials, companies also need to document data, perform tests, manage results and maintain certifications. The risk is that compliance slows down development – and therefore slows down sustainability progress as well. That remains an ongoing concern within the European regulatory landscape.
As part of the Hultafors Group, EMMA benefits greatly from collaboration with sustainability managers across the group. This helps ensure early identification of regulatory changes and timely compliance.
Investing in the next step
To remain future-proof, EMMA continues to invest in knowledge, innovation and collaboration. The team has expanded with specialists in footwear, materials and sustainability. In addition, EMMA works closely with supply chain partners and is building an international network of organisations leading the way in material innovation. By combining knowledge and expertise, new opportunities emerge that would be difficult to achieve individually. The company is currently developing solutions at material and construction level as preparation for further steps towards circularity.
Progress in this phase may be less visible than in previous years, but this is where EMMA is making its most important moves. As Elroy summarises: “The biggest progress today is in what you don’t immediately see. But those are exactly the changes that will make the real difference in the long run. As a new team, we are already making great progress. We warmly invite customers to visit us in Kerkrade and experience it for themselves. A lot is happening – and we’ve only just begun.”
Curious about the steps EMMA took in 2025 towards a more sustainable future?