Oscar-winning actor and serial investor Leonardo DiCaprio has joined vegan sneaker brand Løci’s £4m funding round.The London-based shoe company already has a legion of Hollywood fans. Mila Kunis, Ben Affleck, Jessica Alba, among others, all wear the understated range.
“We are proud to invest in Roti, a brand dedicated to minimising our environmental impact and centred around creating cruelty-free and ethical footwear,” DiCaprio said in a statement.
He said he hopes the funding round will allow the brand to “expand its mission to a wider global audience,” hinting at plans for international expansion.
Roti sustainability certification
Founded in 2021, Løci is the brainchild of Emmanuel and Frank Eribo, Philippe Homsy and Mark Quaradeghini. The four entrepreneurs previously worked together to bring another vegan shoe brand, Butterfly Twists, to market.
Using recycled ocean plastic waste and recycled paper wherever possible, Butterfly Twist has pioneered a deeper environmental commitment through Løci.
Each pair of Løci sneakers reuses the equivalent of 20 plastic bottles. Otherwise, these would eventually sink into the ocean or decompose in landfills for decades. Additionally, cork, bamboo, recycled nylon and brass, and natural rubber replace traditional animal-derived or unsustainable materials. All sourced from within Europe.
Like many other environmentally conscious brands, including Pangaia, Løci chose Portugal for manufacturing. This is due to the country’s reputation for quality craftsmanship along with sustainable methodology.
However, Portugal has banned the term “vegan leather”. The move was seen as a bid to protect the country’s traditional animal hide sector.
Løci says it has prevented about one million (982,000) plastic bottles from being thrown away since its inception. Additionally, he donates 10% of his sales to a number of nonprofits, including DiCaprio-backed Sea Shepherd and Sea Turtles.
“Sustainability is one of the most used buzzwords today. We want Løci to cut through the noise and be judged by our influence,” said Løci’s CMO. Homsy said in a statement.
“Through education, innovation and giving, we have built a business model driven by passion.With Leo, we could not have wished for a more loyal and dedicated partner.”
Leonardo Dicaprio’s Sustainability investment portfolio
DiCaprio has made multiple forays into the farmed meat sector, supporting Aleph Farms, Mosa Meat and Wild Type. Additionally, significant investment and involvement has been confirmed as Lewis Hamilton’s vegan fast food chain, Neat Burger, expands to New York.
Roti isn’t even DiCaprio’s first fashion investment. Earlier this year, he supported his cultured-leather startup, Vitrolabs, and is also involved with his vegan shoe brand, Allbirds.
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