July 7, 2008 - Consumers want fewer wasteful products, but they're also increasingly wary of "greenwashing" -- sustainability claims amounting mostly to marketing. They also want their green shoes to last. END founders Andrew Estey and Ben Finklea think they've got a solution. The more stuff that goes into the shoe, the more resources you're using." END, short for Environmentally Neutral Design, has yet to sell a shoe.