After working for several years in the shoe industry, in daily contact with footwear factories and suppliers, I have to admit that the realisation of the clear link between fashion and the environment truly shocked me. I became angry and I mean angry! So I decided to make a stand - to make a change. I believe that I belong to a generation that is sick of meaningless products and meaningless jobs that only fill the pockets of companies that don’t take our environment into consideration. We are driven by purpose and we want to open doors to a new, more positive and conscientious era of business and consumerism. With this in mind, I took an MA in Fashion and the Environment at the London College of Fashion and based my research on reducing the environmental impact of a standard deck shoe… A whaaattt?? Another deck shoe? YES, indeed! I chose this style because during the period when I worked for other footwear companies, this was the shoe that sold the most. My goal is to prove that it is possible to start reducing the environmental impact of day-to-day, popular products and to foster positive change through consumption. Being recognized by the Creative Enterprise Awards 2014 from the London College of Fashion and the Ernst & Young Enterprise Award 2015 from NOVA School of Business and Economics has helped me to make this idea a reality. minimize damage MAXIMIZE ART is not just about shoes, it’s about trying to push the human race forward and WE ARE ALL IN THIS TOGETHER! Let’s be the generation that made a difference!