The rigor it deserves

"Now or never"

In addition to her accumulated experience, a series of circumstances ultimately pushed her to embark on her own project. “Motherhood came at a time when I was increasingly aware of a widespread shift in consumer behavior affecting all sectors. In the footwear industry, for example, companies in the minimalist category, translated here as respectful, were beginning to emerge. I told myself: it's now or never.”

After eight months of hard "technical and bureaucratic" work, NAW (Natural Active Wear) became a reality in San Sebastián in September. As initial support, Echeverría highlights the assistance provided by BIC Gipuzkoa and other institutions, in addition to the impetus received from the Next Generation EU Funds , whose foundations fit well with the company's philosophy: health, circular economy, proximity and industrial relocation.

Cultural change

On a commercial level, the opportunity is significant. “Offering new athletic footwear options for children was almost an obligation.” The entrepreneur believes we've lived too long anchored to the sports-marketing culture of the 1970s, when major brands began to convey to us that sport was synonymous with progress, masculinity, and performance. “Then they introduced women and, ultimately, boys, but the offering remains a miniature replica of what their parents wear; a product more suited to the whims of adults than to children's true needs.”

More innovation and circular economy

True to its role as athletic footwear, NAW has developed and registered a utility model for the forefoot area, consisting of several hollow cylinders with a very specific thickness. "The cylinders function as a mesh and promote load dissipation with each step." Echeverría emphasizes the industrial design of soles using a single material, a vision that once again brings it closer to architecture. "Athletic footwear often combines different materials for grip, cushioning, or force dissipation."

The homogeneity of the material helps the project connect with the circular economy. NAW collaborates with CETIA, an innovation platform dedicated to the recyclability of textile and leather goods . Located in Hendaye, it is one of the few spaces with machinery to process footwear waste. At its facilities, the upper part of the sneakers—laceless and with Velcro, made of light knit material—will be separated from the sole, which will eventually become the flooring for playgrounds thanks to a partnership with a company in Zarautz. Used sneakers can be sent free of charge from any Nacex point.

“Respectful footwear has always existed, but on a very small scale. It didn't go beyond small circles,” he says. its founder : “Things have changed now. There is a growing respect for the natural development of children. It's a matter of social evolution.”