80% of environmental impact decided in the design phase
Research shows that 80% of the environmental impact of a product is decided in the design phase. Clever design and production decisions optimizing how much material is really needed, durability and ease of recycling have a huge impact on CO2 and energy efficiency.
It is important to see new circular materials emerge on the production side, however they also need to be tried and tested, chosen for the right products, and intelligently designed to have any impact or business success. Not to mention the cultural aspect of changing the behavior of consumers and enterprises, decreasing the market share of high CO2 polluting products.
The emphasis of capital is important to drive the change. However, it is as important, both for the capital owners and the world, that the use of capital is clever, focusing on leveraging the whole value chain for results.
So I became an entrepreneur, and as such, I firmly believe that we have a big role in innovating new processes, changing the way of doing things and speeding up the whole process towards a more sustainable and circular culture. Much can be achieved by applying a sustainable mindset and design thinking to old processes, to find new ways of solving needs and problems and decreasing negative impacts of product development and manufacturing. Change will for sure not happen overnight but if we work on it, we will be able to make changes for the good.
Dialogue with consumers
My background is not from design. I was a sustainability consultant and manager working for companies and within companies and institutions. As time passed, I increasingly recognized that I wanted to practice what I preached, by using the sustainability methodology for positive impact through my own operations and empower designers at the same time.
It has been four great years since I started. It is clear that things take time but a lot of progress has been made both at FÓLK, our suppliers and in terms of awareness in a dialogue with buyers and consumers. It is important to recognize that most consumers are reformists too – they are not looking for new products, they are looking for solutions to solve their problems and increase their quality of life. We can all feel how the trend towards sustainability and circularity of materials is strengthening day by day around the world.
To guide us at FÓLK in our development we put fourth our sustainability and circularity principles four years ago. Designing with strict principles is certainly more complex and time consuming, but the end-product is in my opinion more future proof and longer lasting both for FÓLK, consumers and the planet. Having this strict focus from the beginning of the design phase is extremely important, since research shows that around 80% of the environmental impact of a product is decided upon in the design process. This is also the reason why we need new products and solutions, since many of older products have not had this circularity or sustainability principles implement during their development process and become a burden for our ecosystem in its after life.
FÓLK’s design principles for sustainability and circularity are:
#1 We design products that encourage sustainability and the transition to the circular economy.
#2 Our products are designed and made to last from durable and long-lasting materials.
#3 We only use natural or recyclable materials such as wood, paper, stone, metals and glass for our products. We are examining work with recycled plastic.
#4 We don't use disposable plastic and we abstain from using virgin plastic in our products or packaging.
#5 We encourage transparency in the supply chain. We believe that openness will lead to fairer business practices where the final choice is made by consumers.
#6 We support and engage in UNs Sustainable Development Goals. We have chosen Goal #12 on Responsible consumption and production to be our main inspiration.
Our principles have through four years been tested towards numerous rounds of product development. The principles mean that we have not only had to abandon many good product ideas, but also that we usually work more intensively and for a longer period of time with the suppliers, often pushing them towards new standards or modes of production.
A lot has been accomplished, but the project is just starting, and we will keep on learning and improving our approach and methods. FÓLKs aim is to continue to strengthen as a vehicle of positive change, taking part in supporting the transformation to a circular economy. This task is very important and needs the support over extended periods of time from the whole value chain; designers, suppliers, consumers, companies and design brands. We have no choice but to take part and lead this transformation, because as Bob Dylan phrased it: “…you better start swimmin' Or you'll sink like a stone. For the times they are a-changin'”
]]>What do you focus on in your design?
In a way you could say that I focus on storytelling but not in the most literal sense; My work focuses on the process of making and finding ways of illustrating that process in the final object. The object often acts as documentation of its manufacturing process – a record of what went on between the machine, tools, craftsman and material, a factual narrative which I think is fascinating.
Where do you get your inspiration?
It’s a mix of the everyday life – details in the environment around me; exhibitions I go to, what I read, watch and listen to, as well as previous projects I’ve worked on and the research I’ve done for them often open up new avenues. I feel like inspiration comes to me in waves. Sometimes I am very receptive to everything that’s going on around me and try and make notes and write or draw what comes to mind. But, then there can be weeks where I am not so receptive – and I don’t feel the need to capture and respond to my immediate environment – it’s during this time I try and use and reflect on whatever I had scribbled down / drawn inspiration from in the previous inspirational wave.
What do you think is the biggest challenge in designing new products?
Each project comes with its own set of challenges. For me it really depends on the starting point, and if there is an expected final outcome or not. In the collaboration with FÓLK the expected outcome was a lamp. Many of my projects talk about the process of making in one way or another and that applies to the lamps for FÓLK too – where materials and fabrication techniques play a big role in the creative process. The biggest challenge in this kind of project for me is to justify why we would be bringing a new object into a world overflowing with objects. There will always be a demand for new “things”, for me the key lies in the materials, production methods and using the object to tell a story. By keeping production sustainable and producing an object of good quality we can hopefully make an object that will stay with the consumer for, and last a lifetime.
Are you inspired by any particular environment in your design?
No I can’t say I am, but an environment can start feeding into a new project in a way that it didn’t on previous projects, if that makes sense. If I am thinking about a certain process, finish, object – whatever it may be – I start to notice relevant details everywhere. There’s a fairly busy market on the street leading to my studio that I walk through each morning, but depending on the project I’m currently working on I notice different things there; colours, texture, shapes, patterns, and how items and objects are put together, constructed, arranged and so on. My mindset each and every time therefore subconsciously informs the inspiration I get from the environment.
What has the process working with FÓLK give you? Any new experiences, learning or insights?
Getting a chance to develop a product for FÓLK has been a refreshing experience in many ways. The company is the first of its kind in Iceland to my best knowledge, and is a breath of fresh air to the scene. We maintained an open dialogue throughout the process to make sure we were all happy with where the project was going. I normally work with local manufacturers, where I have an easy way of following the production from a-z, and drop in to see how things are going, so having everything produced in a different country was definitely a new experience. However, I got to be involved with every step of the process, so I learned a lot about a larger scale production.
I think the collaboration was very successful, not only in terms of final outcome but in terms of our communication and initial ideas and concepts when we started working together. Our ethos and ideology lined up nicely so really our biggest headache was to match colours from one colour system to another – RAL over to Pantone! I don’t think you could ask for a better partner than FÓLK
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Our new collection, The Living Objects, is created by the Icelandic designer Ólína Rögnudóttir. Her simple design highlights the beautiful variety of pure Indian marble, mined in Rajasthan and crafted by skilled artisans with advanced knowledge and a long tradition of working with this timeless material. Each piece is unique due to different patterns and formations in the stone as well as the craftsmanship in the production process.
At FÓLK we care deeply about our supply chain and we want to make it as transparent as possible. On the 5th anniversary of the Rana Plaza factory collapse, which killed 1,138 people, the fashion industry came under spotlight as people were encouraged to ask brands #whomademyclothes on social media. We want to join this important movement and take it further: let’s demand greater transparency in the supply chain of things we choose for our home. Let’s ask ourselves and the stores we buy from – #whomademythings?
Smiling in the photo below are Virendar and Darshana. They are part of the skilled artisan team who make our beautiful Living Objects in India. Check out #whomademythings on Instagram and follow our story on the supply chain transparency.
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The uncertainty that followed was absolute, I had nothing but a single idea that kept knocking in my head, yet it was unclear to me how to execute it.
A clear vision
But my vision was clear. For a few years I had been looking into how businesses can have a positive impact on both community and environment. I wanted to build a company that gave consumers the choice of environmentally and socially responsible high-quality design products. A company that empowered Icelandic designers.
It was also important in my mind to redefine the relationship we as consumers have towards products for the home. The home should be a place of peace, where we can be ourselves and feel comfortable. It can be full of nature or enriching items that remind you of good friends or good relationships.
Patience and persistence
The project went slowly at the beginning. I met countless people, designers, engineers, lawyers, ad agencies, manufacturers and retailers, trying to find ways for my idea in collaboration with various parties. I did not think the project was going fast enough and it required a lot of patience and persistence. Many ideas did not work out despite a lot of work, I spent a lot of time exploring the opportunities and disadvantages of different options, the paths forward were so many. Besides, I was upbringing two young children in addition to this new venture. Still, the project was so exciting that I wanted to work all the time. Of course, that was not possible, but I do not know how many weeks or months I spent putting the kids to sleep, and then get back to the computer and work into the night.
First breakthrough
Gradually, the project started developing. Some of the people I met understood what I wanted to do, saw their opportunity in it and jumped on my wagon. And now, three years after the expedition began, I look back and am both proud and happy. We finalized our first product line in collaboration with a talented young designer, Jón Helgi Hólmgeirsson, who designed the Urban Nomad Collection, which have sold more than our brightest hopes. We have reached a stage where our products are sold in 6 stores, of which two are overseas and our next step is to increase the number of foreign retailers. During this time, we have been growing our network of responsible manufacturers who work with recyclable or natural ingredients, such as wood, glass and stone.
I feel that people are welcoming the approach of a company driven by social and environmental values. Responsible production and consumption shapes how we work, from the moment of discussing design ideas to sales and marketing. We support the UN Sustainable Development Goals, in particular nr. 12 on responsible production and consumption. Usage or utility of the product is also important to me. I discovered that myself while creating my own home that there is a lack of products that promote a healthy, sustainable and natural lifestyle.
Take the leap if you get the chance
There are exciting times ahead. A new product line coming to stores in late summer, participation in international design festivals, and continuous work to add more overseas retailers. I think the idea has proven itself, but now we face the challenge to help the company grow and flourish, because there are still so many things I've not been able to dive into.
To you that have read all the way down here, I would like to say: Thanks for the support during the last 3 years. Whether it was liking us on social media, buying our products or giving feedback to our ideas. If you get the opportunity to execute your ideas that will make the world a bit better, even if it requires uncertainty and insecurity, do it. There are great people around the world waiting to meet you and a lot of good people around you who will encourage and support you. Looking forward to continuing the expedition for the next three years!
Best, Ragna Sara
Photo: Saga Sig
]]>#1 We design products that encourage sustainability. Forget about disposable plastic items or wardrobes that break when you want to move them. Our designs encourage you to live a sustainable life even if you are on the move.
#2 Our products are designed and made to last. You may have heard that companies actually plan the lifetime of a given product. After a certain time the product becomes obsolete. In other words, it is made to break! It is terrifying to think about all those electrical goods that we tried (and sadly, failed) to repair going to the landfill. We stand against this practice by encouraging lifetime ownership of our products.
#3 We only use natural or recyclable materials such as wood, paper, metals and glass for our products. We are excited about exploring new materials that are being born out of the circular economy revolution.
#4 We don't use disposable plastic. We avoid using plastic in our products and packaging. We have been able to limit the use of plastic to paint and powder coating.
#5 We encourage transparency in the supply chain. We take this extremely seriously. We believe that openness will lead to fairer business practices where the final choice is made by the consumer.
#6 We support and engage in UNs Sustainable Development Goals. We have chosen Goal #12 on Responsible consumption and production to be our main inspiration for now.
]]>What do you focus on in your design?
Experience, Usability, Purpose and Environment. Climate change is very important to me, especially the impact, development, understanding of individuals and society, as well as the concept of social denial. In short, I think it's important that the consumer understands where the product comes from, what it is made of and what fate the product will have if it has served its usefulness. These are the requirements I make for myself as both a designer and a consumer.
Where do you get your inspiration?
It depends entirely on the project which I'm working at each moment and what I want to achieve. In essence, the inspiration comes from research, experimentation, words, feelings, conversations, debates or the environment itself. In addition, there are conversations with other inspirations in my design.
What do you think is the biggest challenge in designing new products?
Here I think the purpose of the object is the most important. In other words, does the item serve any purpose, does it speak to someone or is it going to make any difference to the buyer. The availability of lifestyle products is enormous, but for me it is important to take environmental considerations into account and ensure that the product is taking environmental footprint into consideration. With this approach, I hope that the consumer is more aware of the product, thinking in advance of it as a unique item.
Are you inspired by Icelandic environment in your design?
Yes I am. The inspiration of the color palette of The Living Objects, are the colours from the midnight sun and how it illuminates the ocean and the glacier which I'm so lucky to see every night from my apartment window. I also designed the chair Þríhyrningur, inspired by the form of a mountain with the same name which I grew up by. There I also wrap between layers a color palette that refers to the colors of the highlands, ice, snow and glacier floods.
Check out our Instagram and Facebook accounts @folkreykjavik to learn more about the new collection: The Living Objects.
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At FÓLK we are highly concerned about environmental issues. That is why we aim to design and manufacture products that enable people to empower their sustainable side of life, and we openly support Goal #12 in UN's Sustainable Development Goals.
In a world of constrained resources and space we decided to create a minimalistic yet highly functional product that you can use in a variety of ways.
“My starting point was to design shelves that had a simple, yet interesting look. The shelves had to be easy to mount and take down again, and easy to transport. They are designed to be transferable materially and conceptually from generation to generation. Made from natural materials, the shelves can be used in any setting with a range of additional accessories.”
Jón Helgi Hólmgeirsson, designer
The Urban Nomad collection includes 12 different types of the shelf, which is designed to fit a flexible home. Nomad is a multi-functional hanging wall shelf. Hopefully it will be handed down from generation to generation, but if not, it is fully recyclable and therefore contributing to a more circular economy.
Check out the Urban Nomad shelf here.
]]>The home is a collection of stories. Most of us tend to gather things we like. And when aesthetics, functionality and clever solutions come together we are in for a treat.
Another thing I’d like to mention to you is that for years I’ve been, probably like most of you, heavily worried about consumption and the impact it has on the and environment and our planet. I’ve been recycling and doing other personal initiatives like not using plastic bags, minimizing my transport in fuel vehicles and selecting carefully what I buy and how long I will use it.
I’ve also been advising companies and institutions on social and environmental responsibility for almost a decade. For some time, I’ve wanted to do something that has an impact on a bigger scale. It is my hope that if we all contribute and if we have access to products that are made consciously we can make our world a bit more fair, equal and sustainable.
This is why I founded FÓLK and I hope you will join our community by reading our stories and checking out our products that we design with this philosophy in mind.
Follow us on Facebook and Instagram @folkreykjavik
Ragna Sara Jonsdottir
Founder and CEO of Fólk Reykjavik
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