We started out as
A conscious creative agency founded by James Suckling and Nadeem Daniel and then quickly joined by Lotte Selwood. Asking brands what they were doing with community, culture, sustainability and ethics.
Our first projects were all around upcycling large volumes of overstock and sample inventory. We turned a tonne of streetwear stock which would have been incinerated into 250 acoustic sound panels and donated them to community music projects. We dismantled 2500 pairs of luxury sunglasses and turned it into a retail display unit.
Our process was and still is simple
Dismantle products into a mono state
Work with creatives to research and ideate our way organically to a solution
Collaborate with makers to create something of value from waste
Brands weren’t ready
When we realised brands were not ever going to show their products being destroyed and remade into something completely different or that they were ready, to tell the truth. We started to look at what we could do and how we could act out the four pillars which we had been talking to brands about previously.
That’s how the Carnaby Street Experiment began, a self-initiated project to figure out how to tackle the problem of plastic waste in London.