As a former journalist, Genia wanted to better understand why such enormous amounts of valuable materials do not get recycled. Every time she heard the same thing: the recycling industry needs someone to buy processed materials off of them. So, Genia decided to do just that. BEEN London was founded as a way of diverting waste from landfill, but also to help people start conversations about waste, recycling and circular design. Their designs are made from sustainable recycled textiles - from the zips to the linings and everything in-between. All of their accessories are made locally in London, and packaged by the Camden society, a social enterprise that trains and employs Londoners with learning disabilities.