It’s safe to say Rothy’s has been challenging industry norms since its inception.

In 2015, shoppers were introduced to the flat shoes — made out of recycled plastic water bottles — in the vegetable aisle of San Francisco’s Ferry Plaza Farmers Market. The product was positioned between eggplants and Brussels sprouts. It wasn’t a typical debut, but co-founders Roth Martin, a San Francisco native and former gallery owner, and Stephen Hawthornthwaite, an ex-investment banker, weren’t typical footwear executives.

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