Summary: <p class="p1">At PSFK, we tried to join the conversation when the green movement emerged in the mid-2000s. We celebrated the new ideas that were being discussed<span class="Apple-converted-space"> </span>with articles about innovators and hosting talks by pioneers. A decade later and green as a concept hydra’d into multiple strands – sustainability, social impact, sourcing transparency, workers rights and on and on.</p> <p class="p1">It seems to us that there’s still much to do and that while we broaden the topic we spend less and less time looking at the ‘green’ approaches of companies and industries. In this show, PSFK founder Piers Fawkes talks to a pioneer who saw a misuse of the terms around sustainability and wanted to pioneer a new way for a brand to behave. After her career at Patagonia, Wanda Weller saw a confusing and misleading use of the term ‘organic’ in fabrics and she set out to build <a href="http://www.alterrapure.com">Alterra Pure</a>, a new company focused on organic bedding.</p> <p class="p1">We find Wanda’s story compelling. She found a category that for many – and for me specifically – was invisible in our daily lives and she saw a need for change. We wonder how many other product categories could be disrupted for good?</p> <p class="p1">For more insights, there are a number of reports on sustainability and social impact on PSFK’s <a href="http://www.psfk.com/reports">report</a> page.</p>
