This episode showcases Elvis & Kresse, a brand built on turning waste into luxury products. It highlights their journey from repurposing fire hoses to integrating a regenerative farm into their business model, proving that businesses can be both profitable and environmentally restorative. Ecommerce operators will learn how to embed sustainability deep into their operations and potentially create new product lines from "waste" streams.
Key takeaways
Businesses should aim to be 'regenerative', giving back more than they take from the environment and community, rather than merely sustainable.
Identify and solve systemic waste problems by repurposing materials into new products, expanding beyond initial product lines.
Integrate environmental solutions directly into your business operations; for example, using a farm to treat wastewater and sequester carbon can become a source of new products (e.g., wine, willow products).
When considering new waste streams, assess if you can meaningfully contribute to eliminating the waste, if you are passionate enough for a long-term commitment, and if your team is the best fit for the material.
Don't be afraid to connect with other businesses that have expertise in specific material types if they are better suited to repurpose a particular waste stream.
Kresse Wesling CBE is the co-founder at Elvis and Kresse, the designers, manufacturers, and sellers of their range of sustainable and ethically produced luxury accessories and homewares. Founded in 2005 to rescue London’s decommissioned fire-hose, they now sell via their Shopify site and wholesale. They donate 50% of their profits to charity – and have donated nearly £500,000 to date, AND saved over 315 tonnes of materials from landfill. Since joining us four years ago, Kresse and her team have taken their mission to a whole new level. In this conversation, she shares how they're building a regenerative business that restores ecosystems, creates new revenue streams, and challenges traditional thinking about growth, sustainability, and long-term success. Hit PLAY to hear: 🌱 How Elvis & Kresse turned a sustainability mission into a regenerative business model 🍷 Why they spent 5 years building a vineyard before earning a single penny from it ♻️ The surprising checklist they use before launching products from new waste streams 🚀 How purpose-driven brands can create growth opportunities competitors miss 📈 Kresse's advice for finding a marketing agency that actually delivers results 💡 Why "a business is just a group of people and a series of decisions" could change how you think about growth forever Key timestamps to dive straight in: [04:06] Sustainability goals on the farm [09:14] Embracing regenerative farming practices [10:48] Criteria for choosing projects [13:46] Concerns about microplastic pollution [16:10] Corporate responsibility and transparency [19:34] Wine production practices and additives [24:07] Struggling with rapid changes [28:28] Listen to Kresse’s Top Tips! Full episode notes here: https://
Businesses should aim to be 'regenerative', giving back more than they take from the environment and community, rather than merely sustainable.
What does this episode say about supply chain & operations?
Identify and solve systemic waste problems by repurposing materials into new products, expanding beyond initial product lines.
What does this episode say about founder & leadership?
Integrate environmental solutions directly into your business operations; for example, using a farm to treat wastewater and sequester carbon can become a source of new products (e.g., wine, willow products).
What does this episode say about brand & content?
When considering new waste streams, assess if you can meaningfully contribute to eliminating the waste, if you are passionate enough for a long-term commitment, and if your team is the best fit for the material.
What does this episode say about brand & content?
Don't be afraid to connect with other businesses that have expertise in specific material types if they are better suited to repurpose a particular waste stream.
