Coming from the country side life in the middle of dense forest -  to having lived in major cities such as New York City, Melbourne and London and now Copenhagen - there is one important thing I have learned about myself:  You can take the girl out of the forest - but you can never take the forest out of the girl. Nature is key to our existence - and especially mine. Thankfully, the hippie label no longer applies automatically to that notion, and we can declare our concern for the environment proudly and openly. Green is the new black. And I simply love it.

I've gone into this business thinkning one thing - I want to make a change for the better. It's true I have always had a love-hate relationship with fashion and consumerism for two reasons: I love that we have all these amazing products and options that allow us to be individually creative at any given moment and even on a tight budget - but at the same time it causes so much environmental damage for our own guilty pleasure that it's almost sickening. So rather than being a hypocrite sitting on the sidelines while we all passively chip in to destroy the very ground beneath us - I've decided to do something about it. I strongly believe that If we can't affect people's consumer behaviour and consumption pace - at least we can affect what they buy and how those things have come to exist. The responsibility is not with the individual consumer as much as one would like to belive. We would blame society - but then again, we are society. The true responsibility lies with the manufacturers and designers who fill the store shelves for the public, who have no means of producing themselves.

Designers, product developers, manufacturers, managers, CEO:s   - this is on us! There is no planet B.