Yerba Madre, the renowned conscious yerba mate drink company, has taken an unexpected turn from their drink selection. Now, they're making shoes that... break apart.
Together with the conceptual design studio Basura, their newest campaign is centred on 'Dirt Shoes'. Fully biodegradable footwear made from soil, sap, plant fibres, and wildflower seeds. As you walk, the shoes break apart, leaving a trail of blooming flowers behind.
Yes, these are real shoes. Born from seven months of R&D, they're crafted from soil mixed with Acacia gum, a natural tree sap that binds everything together just enough for you to take a few meaningful steps. Then they crumble apart, scattering the wildflower seeds embedded within the soles into the ground, where they can blossom into native flora.
But Why?
“Everything the brand does is about giving back to Mother Earth,” explains Rajeev Basu, the founder of Basura. “So we wanted to create a campaign that reflects exactly that and piques people's interest.”
This project is an ode to Yerba Mate's core ethic of sustainability and regeneration. The shoes might seem like a silly or unnecessary idea at the surface, but they have a deep purpose in what they represent to Mother Earth and the work that Yerba Mate is doing with the communities who steward it.
This project proposes a visual value rooted in the principles of circularity and ecological renewal, moving away from today's standard of disposability and extreme durability.
So, How Are They Made?
The main question behind this project was: How can you hold a pile of soil together in the shape of a shoe without collapsing immediately? The team also had to ensure the shoes were flexible enough for walking and that every element was fully natural and biodegradable.
Finally, together with the help of material scientists, artists, and sculptors, Basura used low-impact manufacturing techniques to make the shoes, using 3D-printed moulds, but ultimately crafting and finishing them by hand.
Same Values for the Packaging
The team also brought the same regenerative mindset to the packaging. Parts of the box are made from post-consumer waste, while others dissolve in water. The internal tray is formed from pressed flowers, and the info card is printed on a recycled cotton rag with ink. Even the sock string is crafted from raffia, a fibre made from palm leaves.
The Dirt Shoes are a biodegradable embodiment of Yerba Madre's promise to give back more than they take.
Curious? Check out the Dirt Shoes campaign here >>
All images: Yerba Madre
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Are the 'Dirt Shoes' really made of dirt?
Yes! They’re made from compacted soil, Acacia gum, plant fibers, and embedded wildflower seeds. Every element is 100% natural and biodegradable.
What is Yerba Madre?
Yerba Madre is a regenerative beverage brand. They produce organic yerba mate, an energizing drink made from the leaves of the South American yerba mate plant.They partner directly with Indigenous communities and family farmers across Argentina, Brazil, and Paraguay to support biodiversity, preserve cultural traditions, and protect ecosystems.
What is Basura?
Basura is a New York–based conceptual design studio known for turning bold ideas into experimental, often unconventional creative projects. Rather than producing traditional ads, Basura specializes in what they call weird conceptual art that sparks curiosity, interaction, and cultural conversation.
