What drives NEW STANDARD.S forward? Its the people who show up with ideas, values, and curiosity every day. That’s why we’d like to introduce you to the faces and stories behind our studio.

What is your role at NEW STANDARD.S and what motivated you to start working here?

My role at NEW STANDARD.S is the strategic development of the studio itself. That means I’m largely responsible for balancing ecological necessity, economic reality, and creative power: What can we achieve? Who do we want to do it for? What holds our organisation together — and what makes it unique? What does our path forward look like? These questions, along with our involvement in networks, associations, and strategic partnerships, make up the core of my work.

I started NEW STANDARD.S because I realised that mainstream sustainability work often misses the actual goal: it focuses on gradually reducing harm rather than changing systems. I wanted to build a space where circular economy isn’t a buzzword but a foundational strategic assumption. A space where brands don’t just become more attractive — they become directional. A space where execution isn’t just polishing the old, but prototyping the new. That’s what NEW STANDARD.S has become — because here, there’s the courage to rethink market logic, design culture, and societal expectations all at once.

What do you think urgently needs to change?
What urgently needs to change is the mindset. Sustainability is still seen by many as a side note, a burden, or a box to tick. That blocks real progress. Companies need to understand that value creation is currently being redefined. As the Italian philosopher Antonio Gramsci put it: ‘The old world is dying, and the new world struggles to be born: now is the time of monsters.’ We all have to help make this ‘new world’ real.

We’re missing out on huge potential if we just continue as before. I see a window of opportunity in the circular economy: as we move from linear to circular, we get the chance to question old patterns — including issues like ownership and power — so that the new system can benefit more people. So we can develop solutions that actually solve problems. Circular thinking pushes us to rethink the fundamentals — and that requires a new narrative, new incentives, and new infrastructure.

What occupies and inspires you outside of the studio?
Outside of NEW STANDARD.S, I spend a lot of time engaging with topics like degrowth, post-consumerism, and circular culture. I read about climate collapse, design history, systems thinking, and economic alternatives. At the same time, I’m inspired by observing real places: repair shops, neighborhoods, urban experiments — anything that shows what transformation looks like when it’s not just planned, but lived. I believe companies, as small ecosystems, can learn a lot from that — for instance, that responsibility doesn’t end at the factory gate. That’s where it actually begins.