Jane ni Dhulchaointigh- founder of Sugru, the magical self-setting rubber we recently enthused about here- invited us to Sugru’s HQ, fittingly located in an old button factory in Hackney.
Like Vitsoe, an Enlightened Zagger making furniture to last a lifetime and more, Jane was similarly frustrated by the manufacture and design of products that have a limited shelf life. We’re trapped in an everlasting cycle of replacing stuff that has gone ‘out of fashion’ with the same but newer. Only- of course- for it to lose its cool in another 6 months’ time. When at design school Jane asked, “What about valuing the stuff we already have?”
And from this the idea for Sugru was born.
Here Jane tells us about the importance of the community behind the product, and how that has helped grow the company*. How you could encourage your community to champion your brand?
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