The Butterfly Effect

Butterflies set our hearts aflutter. Our logo is built around a butterfly. The sole of our shoes features an interlaced butterfly pattern. And you’ll even find butterflies inside our shoes - they are part of what makes our shoes so comfortable. Our Butterfly Suspension Mechanism is embedded inside the sole, and features multiple butterfly-shaped shock-absorbing partitions that gently collapse once your foot hits the ground. So our butterflies help to soften the impact on hard surfaces and stop your feet feeling tired.

So we are delighted that our latest accreditation is called The Butterfly Mark. The Butterfly Mark is awarded by an organisation called Positive Luxury to companies who meet their social, environmental and ethical standards. We had to go through a three-stage screening process and we now join over 250 brands who have The Butterfly Mark, helping people to buy from trusted brands.

And why is it called the Butterfly Mark? We all know about the butterfly effect – that a butterfly flapping its wings on one side of the world can set off a hurricane on the other side of the world. And the choices that we make in what we buy can have a similar effect – positive or negative. But Diane Verde Nieto, the founder of Positive Luxury, also had a more positive personal reason for choosing the butterfly as a symbol.

In 2011, she met Sir David Attenborough at the Natural History Museum when she presented him with a Lifetime Achievement Award. He told her the story about the reintroduction of the Large Blue Butterfly into Britain. The Large Blue became extinct in Britain in 1979, partly due to new farming methods. However, in 1983, conservationists started re-introducing the species from Sweden. Thanks to these efforts, it has become the most successful insect reintroduction programme in the world.

If you are looking to take your Po-Zus for a country walk, you can visit Collard Hill in Somerset, which is the only place in the UK you can freely go to see the butterfly. Between early June to early July when the butterflies are flying, nearly everyone manages to see a Large Blue, and there’s even a walking trail that you can follow.

If you manage to spot a Large Blue, we would love to hear from you! And if butterfly spotting is your thing, you can join in the Big Butterfly Count which takes place from 15 July – 7 August this year. We’ll be taking part so will remind you nearer the time as well.

And if you’re in London, you can visit the Sensational Butterflies exhibition at the tropical butterfly house at the Natural History Museum until 11 September. This is an opportunity to get up close to butterflies from around the world and learn more about these fascinating creatures. Who knows what effect they might have on you?


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