Verona started the brand, which currently sells four styles — the HEVEA’s, which are tennis-trainer style, are joined by the WALDEN’s, a bulkier ankle sneaker (£130, purified.eco), as well as the ABACA’s, a canvas-looking shoe which come as high tops (£105, purified.eco) and low (£105, purified.eco) — explains “it took a huge amount of time to to get done because it was a case of waiting for the manufacturing side to catch up to the science.”