Holding an old pair of sneakers in his hands, 30-year-old Cherif Zroui uses brushstrokes to showcase his talents in refurbishing shoes by adding a pop of color to footwear and handbags.
Zroui co-founded a startup called “Kenenti” with the aim of repairing and revitaliZing shoes and leather bags in an artistic and environmentally friendly way.
“One of the most significant goals of our startup , Kenenti, is to change consumer behavior. We aim to empower customers to take responsibility for their purchases, encouraging them to buy products that are environmentally conscious, opt for recycled products, and avoid purchasing shoes made in a fast fashion manner,” Zroui said.
Fast fashion, rapidly manufactured clothing sold at a low price, is under fire for the mountains of waste it generates.
Companies and countries are working to curb its effect on the environment.
The European Commission — to discourage people to people to buy impulsively and in bulk, creating a throw-away culture — has drawn up targets to make clothing retailers pay for the waste the industry produces.
Retailer Zara announced this month it will look to recycling and sustainably farmed crops to reduce its environmental impact by 2030.
Kenenti also aims to reduce waste and help customers reevaluate their relationship with the products they consume, hoping to inspire eco-conscious individuals with sustainable and trendy options that not only minimize ecological impact but also breathe new life into used items.
In 2020, Zroui established his startup, Kenenti, after honing his skills while working from home and promoting his expertise through social media.
Currently, he leads a team of 10 artists who work alongside him.
Zroui and his team specialize in restoring old shoes by incorporating artistic elements, utilizing colors, graphics, and infusing them with a modern touch according to the customer's needs.
By doing so, they recycle the shoes and reintroduce them into the consumer market, preventing them from ending up in landfills, which poses significant threats to the environment.
Zroui hopes to create his own shoe brand in the near future, utilizing solely recycled leather and expanding his startup to other countries.
Forum