Maison Telmont and Løci unite to unveil a limited-edition vegan sneaker that marries Champagne heritage and sustainable design — and may mark the next frontier in luxury crossovers.
Maison Telmont and London’s vegan sneaker label Løci have collaborated on a limited-edition luxury sneaker that reflects both Telmont’s viticultural heritage and Løci’s eco-luxury mission.
The sneaker is handcrafted in Portugal from sustainable materials, including recycled ocean plastics, a bamboo- and recycled nylon lining, natural cork and recycled foam insoles, and recycled brass eyelets. The rollout is staged: the U.K. will see the first drop in October, followed by the U.S. in November and Japan in December.
In a statement, Telmont frames the launch by invoking its environmental ethos: “In the Name of Mother Nature” — a mantra echoed through the sneaker’s deep green hue and the discreet branding cues woven into the silhouette. The collaboration is a deliberate extension of Telmont’s “In the Name of Mother Nature” platform, which aims to reduce environmental impact across viticulture and beyond.
As part of that program, Telmont has already committed to eliminating nonessential packaging, reducing bottle weight, halting air freight, and converting all its vineyards to organic practices. Its ambition: to be Climate Positive by 2030 and Net Positive by 2050. In a statement, Telmont president, Ludovic du Plessis, framed the venture boldly: “These sneakers are made for those who walk the talk.”
Løci already carries a narrative in sustainable footwear. The label often underscores its goal “to stem the flow of plastic into the world’s oceans.” In prior communications, the label has noted that each pair contains the equivalent of 20 PET bottles and that the brand has so far prevented one million plastic bottles from ending up in the oceans. The design is deliberately not “leather or canvas,” but a hybrid material constructed for strength, sheen, and wearability with jeans or even suiting.
Traditional heritage brands are increasingly partnering outside their core category to explore new modes of consumer engagement. In the past year alone, sneaker collaborations have proliferated. In 2023, for instance, Nike released a limited-edition Dunk Low in collaboration with soda brand Jarritos to strong buzz in the streetwear world. Jil Sander × Puma King Avanti collaboration reinterpreted a classic soccer silhouette with refined minimalism and premium materials, reviving a designer-athletic synergy after 27 years.
The labels note that the sneaker underwent “nine unique developments to perfect this conscious creation.” It remains to be seen whether this pairing will spark high resale demand or cult momentum, but at launch it already feels credible: a heritage Champagne house embracing sneaker culture, and a vegan footwear brand reaching into terroir storytelling. As the drop proceeds globally this fall, early adopters will test whether Champagne for your feet can carry both style and substance.
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