Very Berry People #15

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Very Berry People #15

It's 10AM and Roy Vercoulen, Head of European Operations at the Cradle to Cradle Products Innovation Institute “yep, it's a mouthful" has already been up for four hours and ran six kilometers. With sparkling eyes and a cup of joe he sits back at coffee bar Berry and we can't help but wonder if magic happens before eight in the morning.

Magic is happening for sure. Company by company, product by product, the Cradle to Cradle Products Innovation Institute is changing the way we make things. “We qualify products by five categories: material health, material reutilization, renewable energy and carbon management, water stewardship and social fairness. You can get an achievement in every category."

Next to guiding designers to make products in fundamentally better ways, the company presented Fashion Positive. This initiative creates fashion materials that are truly good, easy to recycle and re-use, forming a resource library designers can use to source trusted and certified materials. “Right now, we're teaming up with Bionic Yarn. Not only are they inventing ways to re-use plastics, but they are also determined to actually improve this plastic so it's safe for use in fashion. How cool would it be if they can make their effort to clean up the oceans even more meaningful?!"

Roy surely looks dressed for this kind of success. He admits it's important to him how things are made, but: “more important is how clothing looks. My goal is that next year we all buy Fashion Positive items. Products that look beautiful and happen to be certified. So brands and consumers can be proud of what they wear, and the impact they're making."

Too good to be true? Nah. We just learned magic is real.