Brothers and Beginnings
It started with a trip to Spain.
An elusive cat & A revelation.
A few years ago, Rob (ecologist) took brother Matt (designer) to track the critically endangered Iberian Lynx. That day, they were in luck; they spotted one – one of fewer than 1000 left on Earth.
Matt was stunned. He’d never heard of an Iberian Lynx despite its critical status. Leading him to ask:
“How can this incredible animal potentially vanish forever and I’ve never even heard of it?”
The conversation began
Rob explained how thousands of virtually unknown species are sliding toward extinction
Matt explained how fashion drops were increasingly creating global cultural moments
Both realised: conservation has a messaging problem
The disconnect was Clear
Wildlife charities reaching the same audiences
Fashion creating viral moments with artificial scarcity
Cultural conversations happening without biodiversity at the table
The Problem
‘Its estimated 150 species go extinct every single day’
– UN Convention on Biodiversity
And most you’ve probably never heard of…
Species at risk of extinction:
Traditional conservation reaches the converted
Our question: What if biodiversity loss had the cultural impact of a limited sneaker release?
Our Approach
For each species, we release exactly as many shirts as animals remaining in the wild.
For example:
73 Amur Leopards left = 73 shirts.
30 Vaquita porpoises = 30 pieces.
Each design created with artists local to the species’ habitat.
With bold designs, so when someone asks about your shirt, you’re not just sharing fashion. You’re creating awareness.
Our Commitments
To Species
- 10% of sales funds frontline conservation
- Partnerships with local organisations
To Artists
- 20% of sales to collaborating artists
- Centring voices from affected communities
To Planet
- Organic cotton and natural dyes
- Plastic-free, recycled packaging
- Carbon-offset shipping
Who Are We?
Rob
Ecology/ Conservation
Rob brings the science, having worked his whole career as an ecologist with conservation organisations internationally.
He’s passionate about the power of business to change the world for the better.
Hosts the Innovate Eco podcast to connect other planet-positive businesses with the wider world.
Matt
Design/ Art
Matt has a background in art and design and is in charge of sourcing our artist collaborators
He’s passionate about using limited edition drops for meaningful impact
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