For the survival of all life on Earth
Let's explore the links between animal protection, biodiversity loss, and climate change.
By fusing agriculture with fashion, with interconnected traceable supply chains focusing on ethics and animal protection, we believe it´s possible to lower global GHG emissions by up to 8%*. Emissions coming from industrial farming currently account for 14,5% of Global GHG emissions.
Still, the UN's 17 global goals lack animals' quality of life as a key to a sustainable planet.
In order to really create global and lasting change, we need to change the communication and education around animal protection. Hence the reason for this company and the Ecosystem Of Impact.
*If the industrial farming industry, by adding animal ethics, can be cut by 50%
1.Human livestock use over 50% of global land area. Cities use 1%.
2. All modern pandemics have been zoonoses: diseases jumping from non-humans to humans.
3. According to the World Wide Fund for Nature's 2015 Living Blue Planet report, since 1970, Earth has lost a whopping 49 percent of global marine animal species.
4. Animals in farms killed yearly for food: 70 billions.1,5 billion are cattle. Current human population: 8 billion.
5.14,5% of GHG comes from industrial farming (this is more than the entire transportation sector).
6. 80% of global deforestaton comes from industrial farming.
7. Life on earth is dominated by plants – they make up 82% of global biomass.
8.The animal kingdom makes up just 0.4% of global biomass.Humans account for just 0.01% of biomass. However, our livestock outweighs wild mammals and birds ten-fold.
Facts from Our World in Data, WWF and FAO
Ecosystem of Impact
Change requires us to think differently and act accordingly
The problem we are working on solving is significant; improving animal protection and by doing so, having a part in restoring climate change and biodiversity. The lack of animal protection in the world was not caused by one thing, so the solution could not focus on one thing.
To tackle this global challenge, we need to attack it from different areas and with different hats to create a lasting, secure, and animal-protected positive global solution. A solution that unites sustainable agriculture with sustainable fashion, in one circular global economy.
Our solution is an ecosystem for animal protection, that taps into restoring biodiversity and climate as it evolves and grows. We call it an Ecosystem of Impact. Because when we want real change, lasting change, we need to think differently and act accordingly
Each product and innovation drives Impact
When founder Josefin was working as a fundraiser for WWF in the streets of Stockholm, Sweden, she was often told by by-passers that she was an awful person because “humans are meant to work for humans, not animals - animals are not important for the ecosystem”. She decided a new form of communication around animal protection was well needed. This was the birth of products and innovations that by an interconnected structure will help improve global animal protection. The brand works with DTC purposeful designs in a laboratory and artistic mindset, as well as working with animal traceability in food and fashion.
Vision: Improve animal protection by redefining luxury.
Mission: Build and craft artistically immortal and responsible products that educate and inspire users as well as other businesses to improve global animal protection