Founder Genia Mineeva started off as a political journalist, spending years working in the BBC newsroom. Her inquisitive nature took her into the world of campaigning, where she ran campaigns for the UN, Change.org and Natalia Vodianova’s Naked Heart Foundation amongst others.
But one story really got under her skin: coffee cup waste. How could these recyclable objects be wasted — simply because there was no market for the recycled material?
Our approach is simple. Instead of creating products and then solving the problems that arise, we find an environmental or a social problem, and create a solution to it.
Each year we dump 2.12 billion tonnes of waste and if all of this was put on trucks they would go around the world 24 times. This is because 99% of what we buy is thrown away within 6 months.
The solution is obvious: let’s get hold of what normally gets discarded and turn it into beautiful things that people will want to wear every day.
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