The Selection Method: 

With an environment-first approach, we take a genuine interest in understanding materials and methods of creating products and services that can co-exist with our ever-evolving world, with doing least damage to the earth. We thereby measure the impact of production, use and disposal of each product that is curated by us.

The Brown Lens is a proprietary framework that is the basis of the product selection and curation process. The curator’s council uses the framework to identify the right products for a conscious customer, ask the right questions to creators, and evaluate a product in a wholistic manner. 

Through our consciously curated listed of highly-vetted makers and their products, we aim to build a community which then promotes a waste-free and plastic-free lifestyle to their peers and social circles.

Inspired by Circular Design & Life Cycle Assessment principles, the framework primarily focusses on 5 aspects: Source, Method, Packaging, Life & Beyond, and Aesthetic. A few example questions are listed below for your understanding:

SOURCE - What is it made of? Where do the ingredients come from? 

METHOD - How is it made? Who makes it? Is it waste-free?

PACKAGING - Is it plastic-free? Is it recyclable? Is it compostable?

• 100% Plastic-Free packaging in an upcycled or 100% post-consumer box
• Recycled paper wrapping and stuffing
• Shipping boxes sealed with a paper tape with starch-based adhesive

LIFE & BEYOND - During its Life & beyond, does it harm the earth? Can it be reused?

AESTHETIC - Is it well designed? Is it innovative? Does it solve a problem?

Why is it important?

Brown Lens helps in identifying areas of improvement for each product, validating and recognising the truly sustainable business practices, curating a range of products that are true to our ethos and cause, thereby enhancing customer interactions with a truly conscious shopping experience.

Using the Brown Lens is central to our selection process and each member of the curator's council is trained to look at the product through the lens.

Write to us below or email us here to find out more.