Jaks shoes make as slow fashion from Portugal out of apple waste and leather
In 2025, sustainability is no longer a luxury or a greenwashed afterthought—it’s a business imperative. Consumers around the world are making purchasing decisions based not just on price or style, but on how products are made, what they’re made of, and what happens after they’re used. Enter a wave of bold startups building circular, ethical, and regenerative models for everyday items—from sneakers and smartphones to menstrual pads and incense sticks.
Here are seven standout startups proving that sustainability and innovation go hand in hand.
1. Akyn (UK) – Redefining Ethical Fashion: Founded by British designer Amy Powney, Akyn is more than a clothing label—it’s a quiet rebellion against fast fashion. Built on the principles of transparency, timelessness, and traceability, Akyn uses organic cotton, regenerative wool, and natural dyes. Every piece is designed to last beyond seasons, with full supply chain traceability back to the farm. As the UK rethinks fashion’s carbon footprint, Akyn leads with substance and style.
Akyn
2. Rothy’s (USA) – Turning Bottles Into Ballet Flats: Based in San Francisco, Rothy’s is famous for transforming recycled plastic bottles into sleek, washable shoes and accessories. With 3D knitting technology that minimizes waste, Rothy’s has repurposed more than 179 million bottles and over 20,000 used shoes to date. Their latest push in 2025? Fully circular retail stores, where worn-out Rothy’s can be dropped off and reincarnated into new designs.
Rothys
3. Fairphone is flipping the script on electronics with a modular smartphone that’s easy to repair, upgrade, and recycle. The Dutch startup sources fair-trade gold, conflict-free tin and tungsten, and recycled plastics. In a world awash in e-waste, Fairphone is leading the “right to repair” movement—and showing big tech how ethical hardware can still turn a profit.
Fairphone
4. LastObject (Denmark) – Saying Goodbye to Single-Use: Copenhagen-based LastObject produces reusable alternatives to everyday personal care items—cotton swabs, tissues, and even makeup pads. Their signature product, LastSwab, replaces 1,000 disposable Q-tips. The brand’s minimalist design and bold messaging have resonated with a new generation of climate-conscious consumers. It’s not just zero waste—it’s zero nonsense.
Last Objects
5. Bamboo India – A Green Toothbrush Revolution. Plastic toothbrushes are one of the most common items found in landfills. And the microplastics get into our bodies when we brush. Pune-based Bamboo India is changing that with biodegradable bamboo toothbrushes, earbuds, and eco-gift items. What started as a small social initiative has become a household name across India, with a rapidly expanding global presence. Their mission: eliminate single-use plastic from your morning routine.
Bamboo India
6. Nirmalaya (India) – From Temple Waste to Sacred Scents. Every day, Indian temples generate tons of floral waste. Nirmalaya saw an opportunity in the problem—transforming discarded flowers into incense sticks, essential oils, and organic colors. Based in Delhi, the startup combines tradition with innovation, tackling waste while preserving the spiritual significance of its raw materials. It’s an elegant fusion of circular design and cultural reverence.
Nirmalaya
7. Eco Femme (India) – Menstrual Health Meets Social Impact: In Tamil Nadu, Eco Femme is producing washable, organic cotton menstrual pads and distributing them through education-focused programs across rural India. This women-led social enterprise is helping reduce the mountains of plastic waste created by disposable pads—while empowering women and girls with dignity and information. Their pads have reached thousands, but their model is reaching minds.
Eco Femme
These startups aren’t just selling products—they’re selling a new way to live. Each is proof that consumer goods can be high-quality, beautiful, and regenerative at the same time. From fashion and tech to wellness and waste, they’re building a future where sustainability isn’t a niche—it’s the norm. Now all of these are global products. Take an idea from this list and make it local.
