CLEAN | CARE | PROTECT is our Philosophy in Action
[ Story ]
Article
Our mantra ‘CLEAN | CARE | PROTECT’ is a phrase you have seen on our packaging, online, and across most touch points of our brand. Though functional as it is, it's also a compass that guides everything we do; the philosophy behind how we design, innovate, and connect with our community.
Each word carries both a physical function and a deeper principle that informs how we see the world and our place in it.
Clean is where everything begins. In the most literal sense, it’s about removing dirt, grime, and wear from your sneakers and garments – of course – but, it also represents innovation – the pursuit of precision and scientific excellence that underpins each of our formulas.
Our products are fundamentally about technology, and how we see its place in ‘cleaning’ some of the broader mess of our culture of overconsumption, such as the climate crisis. Every bottle is the result of rigorous lab testing, biotechnology breakthroughs, and an obsessive attention to detail, and by leaning into the possibilities of science, we’re committing to clean, healthy futures.
Cleaning is restoration – an act of bringing something back to life.
Clean, then, becomes clarity, precision, and renewal.
Care is at the centre of our ethos. Sneakers carry stories – every step taken, every scuff earned. To care for them is to honour those stories, and to recognise that objects of culture deserve the same respect as the communities they come from. Care is a cultural value that we take very seriously; it’s about responsibility to the planet, and investment into our communities. By designing products that are biodegradable and non-toxic, we respect the ecosystems that sustain us. Every choice—from recycled packaging to carbon-conscious logistics—is a demonstration of care at scale.
By investing in education, supporting grassroots initiatives, and creating a culture of sharing knowledge around sustainability, we’re contributing to a larger ecosystem where care circulates. In this sense, care is stewardship. It’s what we do with our products and how we engage with the people and world around us. It’s the principle that connects science with humanity, and functions with meaning.
By investing in education, supporting grassroots initiatives, and creating a culture of sharing knowledge around sustainability, we’re contributing to a larger ecosystem where care circulates. In this sense, care is stewardship. It’s what we do with our products and how we engage with the people and world around us. It’s the principle that connects science with humanity, and functions with meaning.
If Clean is the starting point, Protect is the promise.
Protect means extending the life of your sneakers and garments, ensuring they last longer, perform better, and carry their value forward. It’s about resisting the culture of disposability that dominates modern fashion, and creating products that help your pieces age gracefully rather than decay quickly. We’re future-proofing your investments, and safeguarding the environment we all share. Every litre of water saved, every chemical avoided, every bottle recycled is part of a larger protection plan – for the planet itself. Protection is resilience, and strengthening what we wear and the intricate, interconnected systems that sustain us.
Taken together, ‘CLEAN | CARE | PROTECT’ is a way of being. Clean becomes clarity in our decisions, stripping away the unnecessary and focusing on what truly matters. Care becomes the daily practice of respect, towards ourselves, each other, and the earth. Protect becomes our responsibility to the future, ensuring what we love today remains for generations to come. It’s our lens that helps us translate simple acts – like cleaning your sneakers – into a ritual of respect and responsibility. We’re convinced that our capacity to care has direct results on the longevity of the things we love – whether that’s sneakers, communities, or the planet itself.
Philosophies only live when they’re shared, and this mantra belongs to the community that we’re building with you. Together, we’re creating a culture that values longevity over waste, stewardship over neglect, and innovation over complacency. We can elevate the everyday act of cleaning into something much greater: a commitment to the world we share and the futures we want to protect. There are few things more cool than that, to us.
Taken together, ‘CLEAN | CARE | PROTECT’ is a way of being. Clean becomes clarity in our decisions, stripping away the unnecessary and focusing on what truly matters. Care becomes the daily practice of respect, towards ourselves, each other, and the earth. Protect becomes our responsibility to the future, ensuring what we love today remains for generations to come. It’s our lens that helps us translate simple acts – like cleaning your sneakers – into a ritual of respect and responsibility. We’re convinced that our capacity to care has direct results on the longevity of the things we love – whether that’s sneakers, communities, or the planet itself.
Philosophies only live when they’re shared, and this mantra belongs to the community that we’re building with you. Together, we’re creating a culture that values longevity over waste, stewardship over neglect, and innovation over complacency. We can elevate the everyday act of cleaning into something much greater: a commitment to the world we share and the futures we want to protect. There are few things more cool than that, to us.
[ Follow ]
