design can save us but right now design is killing us all of that has to change we essentially do three things we rescue materials we transform them into beautiful things and then we donate 50 of the profits to charity my name is cressie i'm the co-founder of elvis and cressy for us transformation means that you can't recognize the final good from the material that you start with we're always trying to make sure that we're getting the most out of a material and we're really creating a beautiful second life for it so the first material we decided to save was london's decommissioned fire hoses it is taking a hose that was under loved that would otherwise go in landfill and it's recognizing the inherent beauty in that and teasing it out step by step [Music] when i came here in 2004 everyone thought we were crazy some people want to go to the buckingham palace some people want to go to the restaurants i wanted to understand the waste situation and i discovered that 100 million tons of waste went to british landfills and that seemed like an inconceivable amount to me and i saw a fire hose at one of these landfill pilgrimages these red lustrous coils of life-saving beautiful material sitting on a rooftop and and that was it i just said well this is my job now i'm gonna fix this right now we have an industry whose pace and processes and raw material choices are degrading the environment and exploiting its people it's not good their only reason that we're really in fashion is that that is the best second life for fire hose [Music] we're committed to showing how you can run a successful business and do something that's innovative and exciting but also stay within the limits of the planet we had an amazing piece on us in us vogue and then people started to talk about us as maybe the future of luxury we knew that we could do much better if we just changed the game from day one things like we treat our own wastewater we run on renewable energy we certainly don't participate in trends or weeks or seasons anything like that but maybe the reason why we're still around now is because we've always broken all of those rules you