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Turning Trash into Treasure

with Genia Mineeva

Founder and creative director of award-winning 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 Mineeva


Genia's documentary recommendation

Hugh’s War on Waste

Naked Heart Foundation

Foundation created by Natalia Vodianova. 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.

UN Global Campaign with Richard Curtis

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


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.