When we chose to leave a lighter footprint through our new product collection, we didn’t appreciate how complicated the task would be. Not least because the environmental issues we all face aren’t that simple, yet a big part of the danger is that we often tend to seek the comfort of simplistic answers in resolving them.

For any new entrant into any product category – whether as a business or individual – you are likely to find industries built on the two conventional gods of volume and price, growing public awareness of the environmental impact of this relentless pursuit of profitable growth above all else, but wonky perceptions to resolve it fed by mountains of misinformation, a lack of awareness of our collective responsibility for the complete product lifecycle, inadequate or contradictory regulation that can compromise as much as help, and a willingness among many to simply ignore the problem if it is too complicated or inconvenient.

By replacing our entire product collection from the ground up, revealing our own decision-making processes to get there, the contradictions we have encountered, the mistakes we have made along the way, and the distance we still have to travel, I hope we can help people navigate their own journey to leave a lighter footprint.

Shaun Russell, founder