Greats
Rated: Fair
Price: $$
Location: USA
Quick verdict
Greats is a premium Brooklyn-born sneaker brand now on its third owner (Unified Commerce Group, after Steve Madden and the original founders). The Royale Knit uses recycled plastic bottles and algae foam footbeds are innovative, but these are isolated bright spots in an otherwise weak sustainability profile. No certifications, no supplier transparency, no circularity programmes, and no published targets. Consumer ratings have cratered since the Steve Madden acquisition, with 93% of recent Trustpilot reviews at 1 star.
Key info
- Headquarters
- Brooklyn, New York, USA
- Founded
- 2014
- Product categories
- Shoes, Sneakers
- Price range
- $$
- Key certifications
- No third-party sustainability certifications of any kind. No B Corp, Fair Trade, GOTS, or Fashion Transparency Index score.
Greats sustainability rating
Our ratings are based on a scale from 1 (We Avoid) to 5 (Excellent). How we rate
Rating breakdown
Royale Knit uses 100% upcycled plastic bottles (7 per pair). Algae foam footbeds are innovative. Cork footbeds and recycled rubber outsoles on select models. However, most products use conventional leather with no traceability claims.
Manufacturing shifted from Italy to primarily Portugal post-acquisition. No published supplier list, factory names, audit results, or Code of Conduct. No Fashion Transparency Index score.
100% recyclable cardboard packaging. Harmful chemical dyes removed from packaging. Future goals of 100% recycled leather sneaker mentioned but no timelines or data published.
No take-back, recycling, or repair programmes of any kind. No circularity initiatives despite three successive corporate owners with significant resources.
No sustainability certifications. No published supplier list or audit results. General claims about 'top-rated tanneries and factories with fair employment practices' without supporting evidence. Three ownership changes in 10 years.
What they do well
- Innovative recycled materials: The Royale Knit uses 100% upcycled plastic bottles (7 per pair), and algae foam footbeds harvest overpopulated algae from stressed ecosystems.
- Premium Portuguese craftsmanship: Current production in Portugal maintains European manufacturing standards and labour protections, even after the shift from Italian production.
- Recyclable packaging: Updated to 100% recyclable cardboard with harmful chemical dyes removed from all packaging materials.
- Cultural significance: 'The first sneaker brand born in Brooklyn' built genuine cultural credibility through celebrity associations including President Obama, Marshawn Lynch, and Jason Wu collaborations.
Room for improvement
- No sustainability certifications: Despite three successive corporate owners (including publicly traded Steve Madden), no third-party certifications have ever been pursued. No B Corp, Fair Trade, or Fashion Transparency Index participation.
- No supply chain transparency: No published supplier list, factory names, audit results, or Code of Conduct. No Fashion Transparency Index score despite three successive corporate owners with significant resources.
- No circularity programmes: No take-back, recycling, or repair programmes of any kind despite the brand's premium positioning and multiple ownership changes.
About Greats
Greats was founded in 2014 by Ryan Babenzien, previously Head of Entertainment Marketing at Puma, and Jon Buscemi. Positioning itself as 'the first sneaker brand born in Brooklyn,' the brand sold out nearly all inventory within 100 days of launch. The Royale sneaker—a clean, minimalist leather shoe made in Italy with premium Margom outsoles. Quickly became a GQ and Hypebeast favourite. President Obama was photographed with custom Greats Royales, and a Marshawn Lynch collaboration sold out in 49 minutes.
The ownership journey has been turbulent. Steve Madden acquired Greats in August 2019 for an undisclosed sum, and Babenzien stepped down as CEO by mid-2020. Under Steve Madden, production shifted from Italy to Portugal, premium Margom outsoles were replaced with in-house rubber soles, and quality was widely perceived to decline. In August 2024, Steve Madden sold substantially all Greats assets to Unified Commerce Group (UCG), which also owns Frank And Oak and Spiritual Gangster. UCG's advisory board includes former Macy's CEO Terry Lundgren, Nicole Richie, and Joel Madden.
The sustainability profile is thin. The Royale Knit made from 100% upcycled plastic bottles (seven per pair) and algae foam footbeds are genuinely innovative materials. Packaging has been updated to 100% recyclable cardboard. But beyond these isolated initiatives, there are no certifications, no published supplier list, no audit results, no Code of Conduct, no circularity programmes, and no environmental targets with timelines. Future goals. Including a 100% recycled leather sneaker. Remain aspirational with no published roadmap.
Consumer trust has eroded sharply. Trustpilot shows 1.8 out of 5 from 15 reviews, with 93% at 1 star. Complaints centre on non-existent customer service, very slow shipping, unfulfilled orders, broken return links, and deceptive pricing during warehouse sales. The BBB rates the company A+ but notes 5 complaints in 3 years centred on refund issues. The SoHo flagship store appears to remain open, and the brand is selling a new collection under UCG ownership, but the gap between cultural cachet and current reality is substantial.
Product highlights
The Royale 2.0
Signature premium leather sneaker crafted in Portugal; cushioned footbed; available in Blanco, Nero, Triple Black, Ash Grey, Dark Brown
~$199
The shoe that defined the brand—a minimalist leather sneaker that earned GQ and Hypebeast acclaim, now in its second generation
The Royale Knit 2.0
Knit upper made from 100% upcycled plastic bottles (7 per pair); breathable and lightweight with recycled rubber outsole
~$149–$179
The brand's most sustainable offering. Each pair diverts 7 plastic bottles from landfill and uses algae foam in the footbed
The Charlie
Premium leather sneaker with clean silhouette; available in Blanco, Nero, Cream, Dark Brown, and Mineral Sage
~$215
Positioned as the elevated alternative to the Royale. Slightly more refined design at a higher price point
The Reign
Court-inspired premium leather sneaker; available in standard and high-top versions; multiple colourways
~$199
The newest addition expanding beyond minimalism into court-shoe territory; available in both low and high-top silhouettes
