According to a global study of social responsibility undertaken by Nielsen based on a sample comprised of 30,000 people in 60 countries, 55% of participants would be willing to pay more for socially responsible products, but the figures vary depending on the world region in question. Curiously enough, Asian citizens appear to have a far greater willingness thank Europeans to accept higher prices for services rendered by companies with a commitment to society – Philippines(64%), Thailand (60%) and Indonesia (56%), compared to 37 % of Europeans.
There are, however, signs that things are changing in Europe. Let’s take a look at two shining examples of sustainable luxury among European firms, one from France and the other from the UK. In 2011, Wallpapermagazine awarded Hermès the Prize for the Best Eco-Luxury Initiative for its Petit H project, which consisted of asking designers and artists to create different objects and accessories using leftover material from Hermèsproducts. Hence, Petit H was born, breathing new life into leftover fabrics or seconds that would otherwise be destroyed. The result has been unique pieces or limited series of decorative objects, chairs, lamps, and jewellery. Pascale Mussard, member of the sixth generation of the Hermès family, is the driving force behind the project, which enables his clients to continue to surround themselves with beauty while benefittingfrom responsible innovation.
And then there is Elvis & Kresse, which has a great deal more in common with Petit H than most people realize. Kresse Wesling, one of the founders of Elvis & Kresse, has also given a new lease of life to leftover materials, albeit from a different source. Wesling, who was awarded a Cartier Women’s Initiative Award, is one of those people who impresses when they tell you their story, and then she inspires people even more when she says proudly that she has always liked leftover materials ever since she was a child.
UK-based Elvis & Kresse designs and produces accessories and decorative objects by recycling hoses that have been used by UK fire fighters. Elvis & Kresse have managed to find a gap in the market for a range of products, including wallets, bags for men and women, cufflinks, and rugs. It was this hobby and passion that led to her starting her business, which recycles old fire hoses thrown out by the London Fire Brigade, thus avoiding that they end up in landfills. It is something that she finds very motivating and satisfying,as do her clients, and this is one of the reasons her company was also recognised with a hard-won IE Award for Sustainable Premium and Luxury Products, in the fashion accessories category.
It was this hobby and passion that led to her starting her business, which recycles old fire hoses thrown out by the London Fire Brigade, thus avoiding that they end up in landfills. It is something that she finds very motivating and satisfying,as do her clients, and this is one of the reasons her company was also recognised with a hard-won IE Award for Sustainable Premium and Luxury Products, in the fashion accessories category. UK-based Elvis & Kresse designs and produces accessories and decorative objects by recycling hoses that have been used by UK fire fighters. Elvis & Kresse have managed to find a gap in the market for a range of products, including wallets, bags for men and women, cufflinks, and rugs.
Their products are sustainable,durable and water and fireproof. Transforming waste goods into new products that are sold by stores like Harrods takes a great deal of hard work, commitment, passion, and sense of responsibility. Key figures include the fact that 50% of the company’s profits are donated to the Fire Fighters Charity, a not-for-profit organization that enhances quality of life for serving and retired firefighters. Although perhaps the most impressive figure is the number of tons of hoses they collect – some 300tons to date. The company was created in 2007, with an income that year of €10,000, which has since grown tostand at €380,000 in 2013.
Wesling affirms that sustainability means being environmentally rational and economically viable. «Sustainability means both environmentally sound and financially viable. If it is bad for the planet there is no point and if it is never going to be able to pay its own way then there is no future in it, no way to scale and no real chance to solve that particular problem. If we had to superheat the hose or dye it with toxic chemicals then it wouldn’t be sustainable. If we had to sell our products below our cost prices then we would run out of steam. If we forced down the costs to a point where our craftspeople were tempted to lie about who makes the pieces or where they are made, then it wouldn’t be sustainable». It says it all about her level of commitment.
Elvis & Kresse products are currently sold in sixteen countries including the USA, Holland and Taiwan. A third of Elvis & Kresse’s sales take place online and that figure is set to grow, along with the company’scollaborations with other e-tailers. Objectives include expanding its range to feature new residual wastematerials – its leather project is the first move in this direction–to create a complete and permanent solutionfor the materials it chooses to recycle.