Ales Grey was founded with a clear mission: to make the world less grey and a little more green.

For Steve Patino—a 30-year global footwear expert, three-time founder, and the creative force behind the brand—it’s not just about shoes, it’s about legacy.

Named after his son, Ales Grey is redefining what it means to build a company rooted in responsibility, comfort, and long-term impact.

In an effort to build a fully local, zero-overseas-emission supply chain, Steve has been rethinking every link in the process of creating and delivering his products.

That includes partnering with Ecodrive to plant a mangrove tree for every pair sold—helping turn each shoe into a vehicle for restoration.

We sat down with Steve to learn more about Ales Grey’s innovative approach to sustainability, what makes their partnership with Ecodrive valuable to both the planet and his business, and how customers are responding to their bold new model.

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Hey Steve, thanks for joining us today! Can you give us a quick intro to Ales Grey and how it all began?

Ales Grey is named after my son, and it’s truly a legacy brand. I’ve spent the last 30 years in footwear—manufacturing around the world, from Asia to Europe to Mexico. I created this company to change the way products are made.

It’s about building something better from the ground up, and leaving the world slightly more blue and green in the process.

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You’ve had amazing growth—both online and even stocked in stores like REI. What do you credit that to?

I think it comes down to experience and vision. I’ve navigated the global manufacturing lifecycle firsthand, and I’ve seen where things break. So we’ve built a totally new system—what we call our 3.0 model. Our latest collection is 100% made in the USA. We’re vertically integrated, source everything domestically, and have zero overseas emissions.

It’s different, and that difference resonates with both retailers and customers.

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What role does sustainability play in how you build the brand?

For our team, it’s everything. For some customers, it might not be the top priority—especially when times are hard financially—and that's OK, but for us, it’s baked into the DNA of the business. We didn’t want to charge a green premium. We wanted to build a model where sustainability is the default, not an upsell. That’s how we’ve created something that’s more affordable, more comfortable, and more sustainable than competitors—because we restructured the entire value chain to make it possible.

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How important is sustainability in your retail partnerships—especially with large companies like REI?

It’s hugely important. With retailers like REI, sustainability is absolutely essential. They’re one of the most mission-driven retailers in the world when it comes to protecting the planet.

They take it seriously, too. Every brand they work with has to report on their sustainability practices and show real accountability. I think that’s incredible. It pushes everyone to do better, and honestly, more retailers should follow their lead.

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Can you give us an example of a specific change you’ve made that sets you apart?

Absolutely. 99% of footwear in the U.S. is imported. That’s 2.4 billion pairs that typically travel 7,000 miles to get here. We decided to flip that script. We manufacture and ship domestically. No boats, no planes—just local transportation. That massively reduces emissions. And then we go one step further: for every pair sold, we plant a mangrove tree through Ecodrive to help offset remaining emissions.

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With the recent rise in tariffs, how has that local approach helped?

We didn’t plan for 145% tariffs, but we did plan to cut unnecessary costs—shipping fees, insurance, excess packaging, border costs. That gave us a tariff-proof model without even knowing we’d need one. So now, with tariffs in place, we’re in an even better position than before. Our system was built to be good for the planet and it has turned out to be great for business too.

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How did your partnership with Ecodrive come about?

We wanted to reinvest the savings we gained from cutting international supply chain costs into something that created even more impact. That’s where Ecodrive came in. By planting a mangrove tree for every pair sold, we can make every product carbon negative over time. Now you don’t just get a shoe when you make your order. It arrives in biodegradable seaweed packaging, and a tree is planted in your name.

Ecodrive is a key component in this idea of impact built into every order.

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How was the integration process with Ecodrive’s technology?

It was really easy. Seamless. The team was super helpful, and the data you provide is amazing. I use it in meetings all the time. That verification piece is so important. Anyone can say they’re doing good—but when you can back up claims with with real, third-party verified data, that’s the unlock.

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What has the customer response been like?

The combination of new technology, eco-friendly packaging and verified tree planting updates has made recent launches our most well-received products ever. The feedback has been incredible. People love the feel, the fit, the comfort, the story. We’re using algae foam, which is more sustainable than what we used before, and we’ve even been able to reduce prices by 40%. It’s a win-win-win: better materials, better cost, better long-term impact for the planet.

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Have you seen any direct business benefits from working with Ecodrive?

Yes—especially in marketing and activations. We ran a campaign with REI: “For every shoe sold, Ales Grey will plant a tree.” That message really resonated for customers. People feel good about supporting a company that’s giving back.

And honestly, one of the most rewarding parts is seeing how our partnership is already shaping the next generation. My son is seven, and he already talks about reusing scraps, about how we’re planting trees, about making something better. That’s what it’s all about—possibility for future generations.

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Where do you see Ales Grey heading next?

Our vision is global-local. While we’re 100% made in the USA right now, we want to decentralize manufacturing so that we can make in Europe for Europe, in Asia for Asia, and so on. Our long-term goal is to offer fully circular, 100% biodegradable footwear. That’s the future: high-quality products that don’t harm people, animals, or the planet.

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Do you carry that sustainability mindset into your personal life, too?

Definitely. For me and my family, it starts with doing the research and taking small steps. A lot of people don’t realize that some of the biggest carbon impacts come from the home—how you cook, how you use energy, what you buy, how you store food. So we try to make thoughtful decisions in all those areas.

We shop local, go to the farmers market, use reusable items like metal water bottles—small, everyday choices that add up. Even how we wash our clothes or which materials we buy makes a difference. We ask: is this something we’ll wear once, or something we’ll keep for years? The more informed you are, the easier it becomes.

It’s not about being perfect—it’s about being intentional.

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Final question—what is your favorite product from the line you’d recommend?

The new Frontline Pro 3 in tan with speckles. It’s our most sustainable shoe and visually stunning. Every pair is unique because of the recycled speckles in the material. No two are alike. It’s truly one of one.

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Awesome, thanks Steve! We look forward to grabbing a pair of our own! 

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Ales Grey is a company rethinking the entire system that brings products into the world.

By keeping manufacturing local, reducing emissions, and partnering with Ecodrive to restore ecosystems and create impact that lasts generation, they’re proving that comfort, sustainability, and business success don’t have to be trade-offs.

Check out their newest line of recycled, USA made, products here.

Learn more about how you can grow your business through sustainability by sending us a message below.

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