I must confess, my first instinct wasn’t noble, it wasn’t inspired by the goal of creating a product to help save the planet Earth – it was more “fight or flight” kind of thing. I was a young entrepreneur, who inherited a family business of 30 years and 20 dedicated loyal employees – a business that was in an “old” industry and already in a mature stage. It needed an innovation, it needed a higher cause, it needed a WHY for the company and for all the people involved. That was my moving force in creating a product that is good for the end consumer, that hydrates and nurture their skin, but also – that helps the planet Earth – that we all help the planet Earth, just by wearing them.

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