Project ANNA by European Spinning Group


The textile and fashion industry is one of the most polluting industries worldwide, generating countless tons of waste. Our goal was to find a way to reduce this textile waste by reusing and upcycling it.

Circular design thinking.

European Spinning Group (ESG) managed to do so by spinning yarns from discarded denim, marketed as the ESG Green collection. With the #hackyourjeans project, ESG wants to portray itself as a strong believer of the circular design thinking.

The Anna sneaker is an exemplary case of what can be done with this upcycled material, fitted into a hip and marketable product.


Made from recycling. Designed for recycling.

This design limits the amount of new virgin materials needed in the end product and therefore significantly reduces its ecological footprint. At the end of its lifetime, the sneaker can be easily taken apart and the reclaimed materials are to be reused for a new purpose.

A small step towards sustaining our planet for the next generations. And most importantly: it looks fashionable, doesn’t it ?

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The project.

Anna was designed and made in Belgium as a proof of concept. The result of a co-creation project between the creative teams of the ESG and CREAX. Facilitated by Designregio Kortrijk within the framework of the 5x5®-project.

Our companies had the unique opportunities to work together for one year, supported by Knitwearlab in the Netherlands and a very talented shoemaker called Laurens.

A big thank you to all involved!


Interested in this project?

Then get in touch with ANNA by European Spinning Group.