Between just 2% to 7% of plastic collected from households is actually recycled.

Meanwhile, fashion production alone contributes to 10% of humanity’s carbon emissions, depletes water sources, and pollutes rivers and streams. To make matters worse, 85% of all textiles end up in landfills every year (UNECE, 2018).

Simply moving waste from our rivers and oceans to a landfill isn’t a solution—it’s just shifting the problem from one place to another.

Our Approach

We are committed to breaking this cycle by developing circular economy initiatives that transform waste into valuable products while uplifting communities through job creation and skills development.

We collect plastic waste from oceans and river systems, partnering with organisations in the UK, Bangladesh, India, Nigeria, Pakistan, and Bali. This waste is turned into into functional products and even facilities, like stadiums and schools —all made from recycled plastic instead of virgin resources.

We’re also tackling textile waste by reclaiming discarded fabrics from shorelines and textile landfills, and using offcuts and waste clothing. These are transformed into new fabrics and garments, like our latest summer clothing line made entirely from recycled textiles, which was proudly showcased at London Fashion Week last September.

Our mission is to not only reduce environmental harm but to also empower communities around the world, proving that sustainable solutions can benefit both people and the planet.

Our ocean-protecting bling is one of the ways in which we do this! Check out our product lines and look good while making a difference!