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Turning Trash into Treasure

with Genia Mineeva

MEET GENIA MINEEVA

Founder and creative director of sustainable accessories brand Been London. ⁠Passionate about zero waste design, circularity and supporting local makers, Genia believes in both innovation and the art of collaboration.

Genia started off her career as a political journalist, spending years working in the BBC newsroom.⁠
Her inquisitive nature took her into the world of campaigning, where she ran campaigns for the UN, Change.org and Natalia Vodianova’s Naked Heart Foundation amongst others.

“Social entrepreneurship is the way forward. We should all become problem solvers”


GENIA’S DOCUMENTARY RECOMMENDATION

Hugh’s War on Waste


NATALIA VODIANOVA NAKED HEART FOUNDATION

Their mission is to help build an inclusive society that is open to people with disabilities and special needs, through play and the creation of free support services for affected families.

Discover here


UN GLOBAL GOALS CAMPAIGN WITH RICHARD CURTIS

In 2015, world leaders agreed to 17 Global Goals (officially known as the Sustainable Development Goals or SDGs). Discover Glogal Goals Campaign.

Richard Curtis is known around the world as the film-maker behind international hits such as Four Weddings and a Funeral, Mr. Bean, Love Actually, and Bridget Jones’s Diary, as well as for his involvement with the charity Comic Relief.


GENIA’S DEGREE AT CAMBRIDGE

Sustainable Supply Management teaches you to implement tools, frameworks and strategies to build resilient and adaptive supply chains of tomorrow.


TERRA NEUTRA PARTNERSHIP

Terra Neutra spent several months performing a Life Cycle Assessment [LCA] of BEEN’s best selling Columbia bag, comparing its footprint to a high street equivalent bag.

The results were impressive. While the initial estimate was that BEEN’s bag would have 1/3rd of the impact of a high street bag, final calculations found the reduction was actually 1/10th of the impact — it was 87% less environmentally damaging. 

Read more here


MATERIALS SELECTION FOR BEEN

The main criteria is to divert waste > materials have to recycled.

Discover the recycled felt by I-Did made from discarded IKEA, KLM corporate uniforms.


COLLABORATION WITH AMELIA WINDSOR

Model, environmental activist collaborated with BEEN and designed a bag.

Discover the collaboration here