Interviews mit Wilson Hsu

My father dedicated himself in shoe business for over 40 years to make good shoes. I was inspired by his spirit and decide to quit from citi bank. After that I started to create my own brand of shoes and design the shoes I like.

I choose to be one.

Basically shoes, and I wish I can do more crossover design combine the comfort and fashion.

Keep working hard in order to make sure one day when there’s chance, you will be able to seize it.

A good designer makes personal imagination come true but a great designer solve others' problem.

Love and Believe.

There is no such things, we're pursuing improvement everyday.

Stop what you're doing now for a while and see how beautiful this world truly is.

Basketball player or a banker.

Definitely my father, with his acknowledge, I can realize my design in a proper and easy way.

A stylish footwear but also very comfortable

Gathering more talented designers and share ideas together as a great team.

As a designer, I am aiming at creating more and more footwear that makes people’s life easier and also more eco-friendly.

We're going to launch our brand new design to the market.

Horizon gave me the most satisfaction because it all count on every team members effort to complete this nearly impossible mission.

Design can be easily apply to our daily life.

It depends. Sometimes it only takes one week, but sometimes it can take me one year.

A sketch.

Work hard, play hard.

I think both.

How my design can change people's cognition of footwear.

We have a whole team and share our ideas as a family, so of course I believe in co-design.

Steve Jobs

Keep my faith to a better tomorrow.

We are a team composed of talented and passionate young people.

Horizon collection is my favorite design. Horizon is created with 102 completely independent and highly resilient-rebound ccilucell units, which are the most technologically advanced footwear compound and most nimble with the optimal outsole design. The black and white outsole design of this collection bears the legendary Ichimatsu Moyo pattern which historically was an elite fashion symbol in the golden age of Japanese history.

In the evening

The function and how people feel wearing them.

Excitement

Even more excited

A successful design is not only creative but also beneficial to the world.

I will pay attention to whether or not it’s unique and practical enough.

As a designer, I am aiming at creating more and more footwear that makes people’s life easier and also more eco-friendly.

My design team and I are trying to build up a more futuristic profile of our works. Therefore, we are making footwear that are not only made by edge-cutting technology but also come with a cool and futuristic look.

Our team locates mostly in Taiwan, China and Japan. Therefore, our works are highly influenced by oriental culture.

We share our ideas and together we can figure out if there is chance to commercialize those ideas.

Ask them to provide their portfolios and choose the ones that are closer to your tastes.

Keep working hard in order to make sure one day when there’s chance, you will be able to seize it.

To be honest, I rarely have enough sleep. But I would try my best to utilize all of my time. I will not stop working even when I am traveling on a boat.

It depends. Sometimes it only takes one week, but sometimes it can take me one year.

I used to work as a banker in Citi Bank for more than ten years.

To build a better international company and recruit more talented designers.

I have a very motivated team that we enjoy working together very much.

By my email: Wilson.hsu@ccilu.com

The visual design of GreenPlax Tess Footwear effectively raises awareness about plastic waste by creating a direct link between the shoe and its recycled origin. The outsole is designed to mimic plastic bottle parts, providing a constant visual reminder of the material's source. The overall aesthetic, including colors and silhouette, is inspired by beverage bottle brands, prompting consumers to consider their consumption habits and the issue of plastic waste. This design serves as tangible proof of concept for the circular economy, demonstrating how waste can be transformed into desirable products. Furthermore, the unique appearance of the shoe acts as a conversation starter, allowing wearers to share the story behind the footwear and advocate for sustainable practices. The design uses "dynamic aesthetics" to convey a message of transformation and highlight the need to address plastic pollution.

The key technical challenge was transforming rigid PET bottle shatter into a high-performance, flexible outsole material with excellent grip and durability, properties very different from the original material. The team overcame this through their patented GreenPlax® technology, involving a specific process to sort, clean, shred, and pelletize the plastic shatter into a concentrate masterbatch, enabling injection molding into complex, functional shoe components. This process allowed the creation of a material with comparable performance to virgin materials, while maintaining properties like water resistance and elasticity.

GreenPlax balanced sustainability with comfort and functionality by transforming plastic shatter into highly functional material through patented technology and incorporating additional comfort elements. Material Science: The core GreenPlax® technology sorts, cleans, and processes plastic bottles into a concentrate masterbatch that is injection molded into flexible yet resilient components, including the outsole.Performance Integration: A special nano-level coating provides water repellency, dirt/oil proofing, and breathability, allowing the recycled material to perform like high-performance functional apparel fabrics.Comfort Engineering: The design incorporates an organic sock-liner for moisture-wicking and odor control, and a responsive high-tech sole offering resilience and support, ensuring comfort comparable to traditional high-quality sneakers.Multi-component approach: The entire shoe (upper, insole, outsole) is made with the help of recycled plastics, proving that a circular economy approach can meet rigorous performance and comfort standards without compromise.

The bold design decision to reference specific beverage brands was inspired by the desire to create a direct visual impact and act as a stark reminder of plastic bottle waste. The aim was to force consumers to confront the impact of their "throw-away behaviors" by associating everyday waste with a tangible, high-quality product. This design choice has significantly impacted consumer engagement:Increased Interest: The strong visual associations draw more interest from users who are the most critical part of social movements.Conversation Starter: The unique, instantly recognizable design encourages wearers to share the story behind the footwear, advocating for sustainable practices and the circular economy concept.Tangible Proof of Concept: It provides tangible evidence that plastic waste can be upcycled into desirable, functional products, strengthening brand trust and loyalty among eco-conscious consumers.

The research and development (R&D) process for the GreenPlax Tess Footwear involved a five-year endeavor by CCILU's R&D team to address the challenge of transforming rigid PET plastic into a versatile, high-performance footwear material. Key insights into the R&D process include the goal to move beyond using recycled plastic only for fabric uppers and develop technology to incorporate it into all major components, including the outsole. The focus was on material science, leading to a patented process that gave the upcycled plastic the flexibility, resilience, grip, and durability needed for footwear. The process involved collecting and sorting ocean plastics, preparing a raw material, and utilizing a proprietary high-temperature method to create a "concentrate masterbatch" for injection molding.

To achieve carbon neutrality by near future , GreenPlax (CCILU) explored various innovations and modifications to the Tess Footwear design and production process. Key strategies included replacing petroleum-based materials with GreenPlax® in shoe components and adopting a circular economy approach by upcycling plastic bottles and implementing a reverse logistics program for worn shoes. Production efforts involved investing in a local recycling plant and designing a low-impact manufacturing process. CCILU also developed technologies to upcycle materials like spent coffee grounds (XpreSole® technology) for other product lines. The carbon-neutral claim was intended for verification by an independent third party.

1. Creates an Unavoidable Reality Check: By replicating the distinct color palettes and silhouettes of recognizable beverage brands, the footwear provides a direct visual impact. It forces consumers to confront their personal "throw-away behaviors" by immediately linking the shoes to the actual plastic bottles they purchase and discard daily.2. Acts as a Visible Reminder of the Process: The design choice serves as a clear, literal reminder of the upcycling journey. Because the outsole specifically imitates the physical shapes of these beverage containers (and utilizes material from recycled bottles), it bridges the gap between waste and consumer product.3. Demonstrates a Clear Mathematical Proof of Concept: Seeing familiar brand elements emphasizes the tangible impact of recycling. Consumers can easily visualize how their waste is converted, understanding that it takes exactly 20 recycled plastic bottles to create the major components of a single pair of water-repellent, functional footwear.Ultimately, this specific aesthetic approach transforms a standard pair of sneakers into an active communication tool, driving awareness by turning abstract sustainability concepts into a highly recognizable, tangible product.

GreenPlax Tess Footwear'snano-level coatingcontributes to sustainability in several ways. It helps prolong the product's life by protecting against damage and stains through water repellency, dirt and oil resistance, and UV protection. The easy-to-clean nature of the coated surface can reduce the need for frequent cleaning and harsh detergents, potentially lowering water and energy use. Furthermore, this coating offers an alternative to traditional waterproofing methods that may contain harmful fluorochemicals (PFAs).

GreenPlax Tess Footwear is expected to influence global industry standards by demonstrating a commercially viable and high-performance model for the circular economy and sustainable manufacturing. Key influences include:Pioneering Material Science: By transforming problematic, rigid PET waste into a flexible and durable outsole material, GreenPlax shows that high-performance footwear does not need to rely on virgin, petroleum-based materials. This pushes other companies to invest in R&D for innovative, upcycled alternatives.Proof of the Circular Economy Concept: The entire design, from material sourcing to a proposed take-back program for end-of-life shoes, offers a tangible, closed-loop system. This provides a blueprint for the industry to move away from a linear "take-make-dispose" model and embrace a fully circular future.Challenging "Design for Disassembly": The innovation in consolidating complex footwear parts into fewer, integrated components (like a single injection-molded outsole) simplifies the recycling and remanufacturing process at the end of the shoe's life, a key principle in circular design.Increasing Consumer Awareness and Demand: The shoe's bold visual connection to specific beverage brands serves as an ongoing public awareness campaign, educating consumers on the potential of upcycling. As consumers increasingly demand ethically made products, this pushes the entire industry to adopt greener practices to remain competitive.Advocating for Carbon Neutrality: The ambitious goal of achieving carbon-neutral (or even carbon-negative) production sets a new benchmark for environmental responsibility within the industry, encouraging other brands to measure and reduce their own carbon footprints.

Key insights from consumer behavior and environmental impact research drove the evolution of the GreenPlax Tess Footwear design: Environmental Urgency: Research highlighted the severe environmental impact of the traditional linear economy and the specific microplastic pollution from footwear sole fragments, creating a clear mandate for a circular solution. The design directly addresses the "throw-away" culture problem.Consumer Desire for Impact: Consumers are increasingly environmentally conscious and prefer brands that demonstrate genuine commitment to sustainability, rather than just using greenwashing claims. This insight pushed the team to make the shoe's origins visually obvious and authentic.Aesthetics as Advocacy: The design team realized that strong, recognizable aesthetics could serve as powerful communication tools. Mimicking beverage brand colors and bottle shapes makes the product a conversation starter and a tangible proof-of-concept for upcycling, which engages consumers more effectively than abstract claims.Performance is Paramount: Research confirmed that consumers, even when motivated by sustainability, prioritize basic functional attributes like comfort, quality, and performance (water repellency, grip) in footwear. The design evolved to meet these high performance standards using innovative material technology to ensure consumer satisfaction and repeat use.Brand Trust and Transparency: Consumers often express distrust or have limited knowledge regarding sustainable products due to lack of information. The transparent and visually explicit design counters this skepticism by physically demonstrating the source of the materials, thereby building trust and strengthening the brand's reputation.

We saw the massive waste impact of 25 billion kg of spent coffee grounds annually and decided to transform a global problem into a scalable material solution. Instead of just using coffee fabric like others, we developed XpreSole® technology to turn coffee into every major layer of the boot. Each pair upcycles 15 cups of coffee waste. Our goal was not just sustainability — but proof that waste can outperform virgin materials.

We engineered a dual-layer system: the outer shell provides full waterproof protection while the inner bootie uses coffee yarns for breathability and odor control. Each layer is optimized for its own performance role rather than forcing one material to do everything. This allowed us to achieve waterproofing, structural integrity, and comfort simultaneously — while staying ultra-lightweight.

We intentionally designed the boots to be foamless on the inside, preventing water absorption and deterioration during washing. The coffee-infused materials are naturally antimicrobial and hydrophobic. After over 100 accelerated machine wash cycles, the boots showed no performance loss — setting a new benchmark for long-life sustainable footwear.

We wanted sustainability to be emotionally desirable — not just responsible. The natural coffee aroma reinforces authenticity, and the modern minimalist design makes the boot wearable beyond rainy days. By optimizing material density and removing every unnecessary gram, we achieved one-third the weight of traditional rainboots.

We collect spent coffee grounds directly from local cafés, turning everyday waste into valuable material — creating immediate community impact. This collaboration increases public awareness and participation in circular economy behavior. People don’t just buy the product — they feel part of a movement.

Our key breakthrough was not just mixing coffee with EVA — but controlling particle size, bonding consistency, and compounding ratios to retain both structure and flexibility. The result is a material that is waterproof, lightweight, responsive, and low-impact. It behaves like high-performance EVA — but is made from upcycled waste.

Our technology is designed for global scalability — because coffee waste exists everywhere. The formula works across multiple product categories beyond rainboots. Our long-term vision is to build an entire material platform that can eliminate coffee ground waste at industrial scale.

One pivotal moment was when we discovered that coffee compounds could not only replace fabric — but also structural parts like outsole and shell. That shifted the vision from partial sustainability to full-material integration. It allowed us to design a complete ecosystem, not just a “green feature.”

This project reinforced our belief that sustainability must be performance-driven and commercially viable — not optional or decorative. It accelerated our roadmap toward fully carbon-neutral footwear solutions. We now see circular design not as a trend — but the foundation of all future product creation.

We engineered the coffee yarn bootie and sock-liner to actively manage moisture, odor, and long-wear comfort using natural antimicrobial properties of coffee. Meanwhile, the shell maintains waterproof protection externally. This layered architecture ensures both technical performance and day-long urban comfort — without compromise.

The development of GreenPlax Footwear began in April 2014 with the goal of addressing the severe issue of plastic pollution. Over five years, we focused on intensive research and innovation, starting with methods to retrieve, sort, and clean ocean-recovered plastic bottles. The biggest challenge was creating a process to transform the recycled bottles into usable materials for all major shoe components. By 2019, we had successfully developed a multi-step process: shredding the bottles, converting them into pellets, and then further processing these into fibers for fabrics and threads. This extensive journey culminated in the creation of the world’s first shoe where even the outsoles, along with the uppers and insoles, are made primarily from recycled plastic bottles, demonstrating a significant leap in sustainable footwear manufacturing.

Our inspiration came from the alarming reports on the impact of plastic pollution, particularly the millions of plastic bottles discarded every minute, many of which end up in the ocean. The health and ecological consequences drove us to find a solution that not only recycles plastic but also prevents it from polluting our environment. Overcoming technical challenges involved extensive experimentation with material combinations, particularly merging RPET with EVA. We had to innovate new manufacturing techniques to ensure the materials retained high-performance characteristics such as flexibility, lightweight, and durability, while maintaining eco-friendliness.

The SKIVE-ON technology is a groundbreaking design that incorporates over 100 independent, resilient dots in the outsole, enhancing comfort by mimicking the sensation of walking barefoot. This ensures excellent flexibility, lightweight performance, and grip, which are essential for modern footwear. These dots are made using a blend of recycled plastic pellets and EVA, staying true to our eco-friendly mission. The design reduces material usage while maintaining structural integrity, further enhancing the product’s sustainability without compromising user comfort.

We approached the process methodically, starting with sorting and cleaning the bottles to ensure high-quality raw material. Then, we shredded the bottles into smaller pieces, which were converted into perfectly shaped pellets. These pellets were processed further into fibers for fabric production and also mixed with EVA for the outsole. Each step was refined through rigorous testing to ensure that the final materials met both environmental standards and performance requirements. Collaboration with material scientists and engineers played a critical role in optimizing the process to maintain consistent quality and sustainability.

Scaling this technology involves building partnerships with organizations focused on ocean cleanup and expanding our recycling infrastructure to process larger volumes of plastic waste. Additionally, we plan to streamline the manufacturing process to increase efficiency and reduce costs. By collaborating with retailers and eco-conscious brands, we aim to make GreenPlax technology a standard for sustainable footwear. Our goal is to expand the application of this technology to other types of footwear and accessories, further amplifying its environmental impact while preserving our commitment to performance and quality.

The breakthrough came after years of trial and error in material blending. The primary challenge was achieving the right balance between RPET’s structural properties and EVA’s flexibility and cushioning. The turning point was discovering a specific temperature and processing technique that allowed the two materials to bond effectively without compromising their individual qualities. This innovation enabled us to mold RPET into durable outsoles, marking a major milestone in sustainable footwear technology.

Winning the Silver A’ Design Award brought widespread attention to the possibilities of sustainable design, inspiring industry leaders to rethink their reliance on virgin materials. GreenPlax Footwear has demonstrated that recycled materials can deliver both performance and aesthetic appeal. It has set a new benchmark for eco-friendly manufacturing, encouraging competitors and collaborators alike to prioritize sustainability and innovate in their production methods.

Balancing environmental concerns with material science required a clear vision and interdisciplinary collaboration. We conducted thorough research into the lifecycle of plastic waste and its environmental impact while simultaneously developing innovative methods to repurpose this waste into high-performance materials. The team maintained a focus on commercial viability by incorporating consumer feedback and emphasizing comfort, durability, and style. This ensured that the product appealed to eco-conscious buyers without compromising on market competitiveness.

For the next generation, we aim to further optimize material efficiency, reduce the energy footprint of our manufacturing process, and explore additional recycled materials. We’re also looking into biodegradable alternatives and ways to enhance the recyclability of GreenPlax Footwear itself. Future designs may incorporate smart features for improved functionality, keeping sustainability at the core of our innovation.

GreenPlax Footwear is proof that sustainability and performance can coexist, setting a new standard for the industry. We anticipate that our technology will drive a shift toward the widespread adoption of recycled materials and sustainable practices. By proving the commercial and ecological benefits of sustainable footwear, GreenPlax encourages other brands to invest in eco-friendly innovation. We hope this will lead to industry-wide changes, from sourcing and production to consumer education and end-of-life recycling.