⸺ was built as a sustainable lifestyle brand at the intersection of business, design, and nature. The challenge was not only to create a distinctive brand, but to make its values credible through real decisions about product design, materials, production, communication, and business model.
⸺ I worked across the full system to align strategy, product, expression, and experience so the brand’s promise was visible in what it made and how it operated. This meant reconciling tensions between authenticity and scalability, sustainability and efficiency, craft quality and commercial viability.
⸺ was a brand whose credibility came from coherence: products, materials, communication, and touchpoints all reinforced the same underlying logic. Robin Wood shows how sustainability becomes more believable when it is built into the business itself, not added as a layer of messaging.
…of you-know-who, but with a wooden twist. Robin Wood swapped the bow for a chisel, channeling that rebellious spirit into doing things differently – making bamboo sunglasses, watches, bikes, and even the world’s only 100% hemp watch bands.
Robin’s legend would not be complete without his forest. But we will come back to ShareWood a little later.
The needle pointed toward a different direction: a balance between design, nature, and business.
From a sustainable business model and alternative materials to a more conscious way of living, Robin Wood invited people to explore the world around them, enjoy it, and care for it.
The landscape was getting greener than ever, yet too many “eco” brands still carried a patronizing tone toward people who were not quite ready to tie themselves to trees.
On the other side, greenwashing was already moving at full speed. Mass-produced products straight out of sweatshops were suddenly marketed as zero-emission, universe-friendly, and here to save every sad dolphin in the ocean.
A complex environment.
Robin Wood was about finding the middle.
Robin Wood was built around worthwhile experiences and crafted products made from materials that brought that feeling of nature closer.
Its world was shaped through rich visuals, natural materials, travel, and outdoor activity – all designed to strengthen that sense of connection.
From boxes and labels to protective fillers, every part of the packaging was made from certified recycled materials. But we wanted the experience to carry the spirit of the forest and engage more than just the eye.
Each box included a real pine cone, lightly infused with a custom oil blend, releasing a subtle hint of the wilderness when opened.
For Robin, being eco was never about trying to outdo the world’s most committed activists. It was about recognizing that every contribution matters – from small actions to everyday habits.
And that brings us back to the legend of Robin Wood. The original took from the rich to give to the poor. We did not take it that far –we simply embraced the sharing part. It felt more on brand and… legal.
ShareWood was an initiative through which a portion of every purchase was donated to planting trees, supporting equine therapy, or helping restore forests.
It strengthened the authenticity of Robin Wood by extending the brand beyond materials and sourcing into action. Every purchase contributed not only to a product, but to a positive impact tied to the values behind it.
Together with Gaia Foundation, Robin Wood planted over 2400 trees.
My role in Robin Wood was to make the brand real – as both co-founder and hands-on creator. I worked across the business and the brand, from strategy to execution.
This nearly four-year journey came with many tough lessons, and it would not have been possible without the trust of our customers and the people who helped shape Robin Wood along the way.
From my business partner and fellow co-founder to collaborators, manufacturers, partner brands, photographers, and models – they helped turn Robin Wood from an idea into a world people could enter and experience.
