Imagine a world where nothing goes to waste, where old tyres don’t just pile up in landfills but instead find new life as something beautiful and functional. That world is becoming a reality thanks to an inspiring collaboration between two innovative Ghanaian brands: FITA Autotech and Gold Coast Tokota.
Both companies, alumni of Cohort 9’s Orange Corners Ghana acceleration programme an initiative of the Kingdom of the Netherlands, implemented by GrowthAfrica, have joined forces to tackle both environmental and social challenges through a simple yet powerful idea: turning used tyres into eco-friendly footwear and accessories.
The process:
FITA Autotech, a leader in sustainable mobility solutions, collects used tyres from its auto service stations, tyres that would otherwise be discarded as waste.
Gold Coast Tokota, a brand dedicated to inclusive artisan craftsmanship, repurposes these tyres into stylish, durable, and eco-friendly footwear and accessories.
Why this matters:
✅ Reducing waste – Tyres are notoriously difficult to dispose of, and improper disposal harms the environment. This initiative gives them a second life!
✅ Empowering artisans – Gold Coast Tokota provides employment and training for skilled artisans, including people with disabilities, giving them the opportunity to create high-quality handcrafted products.
✅ Sustainable business models – This partnership proves that businesses can be both profitable and purpose-driven, making a tangible impact on communities.
✅ Championing innovation – Turning discarded materials into valuable products is the future of sustainability—and these two brands are leading the way.
More than just recycling
By working together, FITA Autotech and Gold Coast Tokota are setting an example of how businesses can think beyond profit and create real change. With creativity, collaboration, and a shared commitment to sustainability, they are proving that waste isn’t waste, until we waste it.
Congratulations to FITA Autotech and Gold Coast Tokota for driving sustainability forward!
