This category recognises system-shapers transforming supply chains, inventors rethinking materials, climate thought-leaders and visionaries working on behalf of communities who need their voices heard.
Founded in 2017, WUKA (Wake Up Kick Ass) is the UK’s pioneering period-health brand, replacing single-use pads and tampons with reusable, leak-proof underwear. Its #TackleAnything initiative is tackling one of sport’s quietest inequalities: the fact that thousands of girls drop out because of their periods. Working with grassroots clubs across football, rugby, netball and taekwondo, WUKA has equipped more than 1,600 girls with its Teen Stretch period underwear, trained coaches in menstrual inclusivity, and partnered with Olympian Hannah Miley MBE to deliver education to players, parents and volunteers. The result: higher attendance, greater confidence and the normalisation of conversations once shrouded in stigma.
‘Really good to see this powerful entry to Future Icons and I’m excited to watch it scale and help many thousands of girls fulfil their sporting dreams.’ – James Bidwell
‘Love the position the brand is taking to create awareness about this issue. Fantastic reach and impressive to hear the financial benefit realised as well – hopefully that helps with scaling their impact further.’ – James Haycock
Founded by Karen Harvey MBE in 2014, Toiletries Amnesty is an award-winning non-profit tackling hygiene poverty and beauty industry waste. Supporting over 1,200 locations across 22 countries, it provides access to hygiene essentials for 7.5 million people while redirecting six tons of products from landfill each year. Its online directory connects individuals and brands directly with local organisations – from women’s refuges and food banks to mental-health services and NHS Trusts – ensuring donations reach those who need them most.
‘Toiletries Amnesty presents an incredible case study for making big impact on a small scale. The problem area is clearly described as are the ways in which the organisation directly and uniquely tackles the dual challenges of hygiene poverty and the waste of beauty products. Both the social and ecological impact are huge, and the application laid out very clearly what makes Toiletries Amnesty, not only stand out from similar schemes, but exceeds current offerings, building a more ecologically sound and accountable model for reducing beauty waste.’ – Joycelyn Longdon
A breakthrough in circular design, VivoBiome is Vivobarefoot’s scan-to-print footwear platform reshaping how shoes are made, worn and remade. Instead of mass production and standard sizing, each pair is created from a personal foot scan, then 3D-printed to order using nature-inspired design principles – eliminating surplus inventory, dramatically cutting waste and strengthening natural foot health. Since piloting in 2023, the venture has moved from concept to commercial reality: early paid customer programmes, 3,800 Pioneer Programme applicants, partnerships with Balena on biodegradable materials, and award recognition including a Fast Company innovation award and exhibition at the Design Museum. With a roadmap for localised production hubs and mobile scanning, VivoBiome offers a scalable blueprint for regenerative, on-demand manufacturing in fashion.
‘Vivobiome is a superbly innovative idea which builds naturally on the Vivobarefoot story.’ – James Bidwell
‘Smart innovation that combines personal benefits closely with environmental benefits which is key to adoption and scale. Impressive network of collaborators coming together to make this happen. Promising early customer intent. If this can be scaled through other brands the reduction of waste could be huge.’ – James Haycock
Founded by Wendy Carter in 2024, kitround is the UK’s first dedicated circular marketplace for reselling and redistributing sports kit and equipment. What began with a simple question – why do so many of us have cupboards full of unused sportswear? – has evolved into a nationwide movement tackling one of sport’s most overlooked waste streams. The platform connects individuals, clubs, schools and governing bodies to buy, sell or donate ‘pregamed’ kit, unlocking access to affordable gear while cutting waste and carbon emissions. Through its proprietary tool kitround360, it measures environmental savings on every item listed – from CO₂ and water to landfill impact – bringing real data to circularity in sport.
‘Kitround is a brilliant idea which activates positive change on so many levels. We should all spread the word.’ – James Bidwell
‘The grassroots, community-centred focus of the platform, moving beyond just resale, is exactly what we need, supporting communities to tackle sustainability issues together. It was fantastic to see the quantitative data on the impact the project has had, it is clear that the platform has really catalysed change and captured the growing sports kit waste problem.’ – Joycelyn Longdon
BioFluff is pioneering the world’s first fully plant-based alternatives to fur, shearling and plush – replacing both animal and plastic fibres with regenerative materials like nettle, flax and hemp. Founded in 2022, the company already works with luxury leaders including Stella McCartney and GANNI, has raised $3.2m in seed funding, and is producing at industrial scale via heritage Italian mills. With preliminary LCAs showing up to 95 percent lower emissions versus animal fur and 75 percent versus synthetics, BioFluff demonstrates that biomaterials can be luxurious, scalable and genuinely circular — signalling a new era for high-fashion textiles.
‘Biofluff deserves to succeed in a difficult industry – it will be great to see more luxury brands really get behind them.’ – James Bidwell
‘Reading about BioFluff’s work is inspiring, joyful and hopeful, broadening the possibilities and raising expectations for what sustainable and innovative businesses of the future can deliver.… It will be interesting to follow their journey and understand the possibilities and potential challenges with scaling this technology further whilst not compromising on sustainability or diluting impact.’ – Joycelyn Longdon
AKYN is a contemporary womenswear label founded in 2025 by Amy Powney, bringing a refined design language and regenerative principles to luxury fashion. With impeccable tailoring, natural and regenerative fibres, and meticulous supply-chain transparency, Powney’s new brand is a leading example of how elevated style and deep sustainability are not mutually exclusive. Creating a desirable fashion brand with impeccable credentials is something Powney has been committed to throughout her career and AKYN’s entry into the market is exciting.
‘Congratulations for bringing AKYN to market in a tough environment. I am looking forward to seeing many people wearing your clothes.’ – James Bidwell
‘Beautiful brand leading with style but deeply integrated consideration of impact. Clearly building their brand around the insight that sustainable fashion needs to inspire and be desirable.’ – James Haycock
‘Amy Powney is a fashion disruptor, and with AKYN she has distilled her vision to build a truly regenerative fashion business rooted in togetherness, timeless design and radical transparency. From model to material choice, this is sustainability without compromise – with clothes that make people feel amazing.’ – Lucy Cleland
