By Charlotte Hope-Shannon
To celebrate Unblocktober, a month-long campaign surrounding everyday sustainable habits, we wanted to share with you a brand that we have just recently discovered here at KeiSei – Nordgreen. A Danish watchmaker brand, who are rooted in nature, have created a collection of sustainable watches that harness traditional Nordic character through beautiful, minimal design.
With a focus on connecting traditional Nordic character, with enduring environmental goals, Nordgreen are working towards offsetting their carbon emissions. And, pioneering the next generation of responsible Nordic designers.
Who Are Nordgreen?
Nordgreen are a sustainable luxury timepiece brand, whose name characterises the heart of their journey. Fuelled by a desire for pure, sustainable practice, they are rich in their environmental and philanthropic efforts. That, it seems, is their continuing gift.
Founders Pascar Sivam and Vasilij Brandt, wanted to create a brand where clean, sophisticated design evoked thought through time and environment. And, whose ultimate responsibility was to ‘give back’ to our planet. Their intention is simple. To build:
“A brand that is actionable toward sustainable practices while creating an aesthetically pleasing, and functional collection of designer timepieces.”
Drawing influence from the Nordic region, the founders, along with designer Jakob Wagner, have shared a clear desire for social and environmental responsibility. As sustainability stands at the core of Nordic life, Nordgreen have noticeably carried this through into their brands ethos.
Why We Love Nordgreen
In an industry that’s so unique in its craftsmanship, we can easily overlook the integrity of sustainable mechanics. Certainly, when design is so essential to our everyday aesthetics. And, whilst The Responsible Jewellery Council (RJC) looks to shape a globally sustainable future, many watchmakers have fallen behind. In short, luxury often favours visuals over ethics.
However, Nordgreen’s founders have imagined their brand under initiatives of social and environmental interest. They visualise sustainability as the key to their luxury investment. And, it’s this, which is so encouraging to see.
From ensuring their sustainable consciousness begins in-house, to making mindful efforts to stay carbon neutral, Nordgreen remains dedicated to modern, sustainable practices.
“We continually make efforts to make sure everyone involved in our brand works in a fair, healthy and equal environment.”
It’s this internal respect that’s so important. And, something which directly translates into their external identity.
Sustainable Efforts
Whilst we adore the design of Nordgreen’s watch collections, it’s their commitment to sustainability that we believe is most special. And rightly so. The brand is making conscious efforts to improve their carbon footprint.
To help, they are planting thousands of trees and sourcing electricity from wind power suppliers. We are huge fans of brands who are looking for ways to stay carbon neutral and Nordgreen is one of the brands joining this important conversation.
Likewise, we also love the personal connections that everyone in-brand has to sustainability. The office is a zero-waste site and employees are choosing to cycle to work instead of driving. In the same vein, we can all easily embrace these actions at home too!
Nordgreen have consciously partnered with Flexport LCL, a shipping agent that safeguards the brands carbon footprint.
“Through the partnership, we support tangible projects such as renewable energy or prevention of deforestation.”
As a result, Flexport charges its customers per carbon tonne, with 100% of profits going to Carbonfund.org.
It’s good to see that this partnership supports educational initiatives towards climate change. It’s essential that environmental aid remains at the forefront of industry work in the future. After all, education is what makes a difference!
Why Does A Sustainable Community Matter?
Here at KeiSei we encourage a community of mindfulness, aimed at transforming modern attitudes towards sustainability and consumerism. As community and environment go hand in hand, it’s essential that we continue to educate our future generations.
Importantly, Nordgreen champion this idea of community. And, they feel a real responsibility to ‘give back’, encouraging customers to join with their sustainability efforts.
“We believe the right to good health, a clean environment, and a full education are rights for all,” says founders, Pascar Sivam and Vasilij Brandt. “There was no excuse not to give back.”
Partnering with Water for Good, Pratham UK and Cool Earth, the founders support 3 social and environmental causes. So, with each watch purchased:
- Clean Water – Health: Two months of clean water is given to one person in the Central African Republic.
- Education – Equality: One month of education is given to a child in India.
- Rainforest Preservation – Environment: 200 square feet of rain forest is secured.
And, as community is essential, we can all choose which one to support with each purchase we make! A win-win situation – beautifully contoured craftsmanship combined with environmental care!
“we wanted to make sure you feel good not just about the watch you buy, but about what your watch stands for.”
Moreover, Nordgreen have also partnered with several Non-Profit Organisations. Truly, there is a certain admiration felt towards a brand who actively pursues ‘tangible efforts’ toward helping society. And, the numbers so far, say it all:
- + 3,250 children received education.
- + 11,600 people were given clean water.
- +742,000 sqm of rain forest protected.
- + 9,950 meals provided.
Luxury Goods Without Environmental Cost
The brand’s passion for design is another reason why we love Nordgreen. Designer, Jakob Wagner, wants us ‘to contemplate how the contour of our timepieces can subtly provoke your thoughts and memories’. And, that is what is so incredible about each piece.
I truly believe that we all have a personal affiliation to the environment, whether it be literal, figurative or culturally driven. So, the idea that each watch can subtly provoke memories rooted in nature, is deeply comforting.
Encouragingly, Nordgreen’s sustainable commitments doesn’t end with just their carbon emissions efforts. From authentic and vegan leather through to nylon and mesh, all of their watch straps are manufactured using eco-friendly methods. And therefore, reduces chemical pollutions.
At KeiSei, we are always searching for brands who are focused on making the most sustainable choices for post-consumer consumption. So, it comes as no surprise that one of the most harmful factors of luxury goods sales is packaging.
Fortunately, Nordgreen ensure that all their packaging is made from FSC-certified cardboard and upcycled felt. All of the brands components are responsibly managed and made from eco-friendly materials.
Our Favourite Timepieces From Nordgreen’s Collection
My personal favourite from Nordgreen’s collection is the Philosopher range. The Philosopher watch “is a true instrument of time […] intentionally designed to help you consider time in a different way”.
So incredibly classic and minimalist in style yet so innately practical, I love how the straps are interchangeable. This is perfect for adapting to your sustainable fashion needs!
Which range is your favourite?
From going carbon neutral to reducing waste, it’s necessary that today’s brand’s focus on providing a more sustainable future. In short, there’s a lot for us to learn. But, it’s inspiring to see that Nordgreen will be there to help lead the way.
Which sustainable brands make you tick? Let us know your favourites in the comments below or join the conversation over at our Instagram Page!
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This article may contain some affiliate links, which means if you make a purchase, KeiSei Magazine receives a small percentage of the sale price. This brand have paid a small fee to be featured. We only recommend brands that match our sustainable and ethical criteria and that we truly believe in. Support our editorial work by supporting them!
Charlotte Hope-Shannon
Charlotte is a freelance writer from the UK. With a strong interest in literature, she is passionate about offering an openminded, diverse and critically conscious perspective on fashion, culture & the arts.
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