Recycling Passion: How Detrash is Disrupting the Watch Industry with Guy Blaskey (episode 514)
Guy Blaskey is the founder at Detrash watches, where he’s on a mission to both create the most efficient eCommerce company possible AND be a force for good by creating sustainable products and supporting 1% for the planet and Surfers Against Sewage. Guy founded Detrash in January this year and started selling in June exclusively via its Shopify store. He was previously on the show, talking about his multi-million turnover pet food brand, Pooch and Mutt.

Listen now for free:
Subscribe on your Favourite Podcast App
Dive in:
[04:43] Enjoys advisory roles, charity work, and entrepreneurship.
[09:11] Watch provokes sustainable conversations and reminders.
[11:22] Greenwashing in FMCG packaging is really annoying.
[13:26] The more people want recycled products, the more businesses are going to get into recycled materials.
[16:54] Tried limited drops, now using dispatch windows.
[21:00] Helped start business with minimal funds, advised caution.
[22:35] Listen to Guy’s Top Tips!
Starting over: Reigniting Passion and Purpose
After a successful exit from Pooch and Mutt, Guy decided to start a new venture, Detrash Watches. Rather than retiring early, he recognized the importance of staying active and pursuing meaningful projects. Guy says that having something to work toward, especially after a significant achievement, is key for mental well-being. By combining his passion for design and sustainability, he found a new purpose: creating eco-friendly watches. This shows the importance of having a sense of purpose beyond career milestones.
Sustainability Should Be Proactive, Not Reactive
Guy is critical of the “recyclable” label in the FMCG sector. A lot of packaging doesn’t actually get recycled because the process is too complicated for consumers. He advocates for products that are made from recycled materials, rather than merely being recyclable. By creating demand for recycled materials at the production stage, businesses can ensure more effective use of recycling systems. Prioritize using recycled materials in products and packaging to drive a more sustainable future.
Ethical Branding is the Future
Detrash aligns with the growing trend of ethical consumerism. Guy believes that today’s consumers want to project values like environmental responsibility, rather than simply wealth or status. Watches, as wearable items, serve as constant reminders of these values. For Guy, building an ethical brand isn’t just about creating eco-friendly products. It’s also about sparking conversations about sustainability in everyday life. Modern consumers appreciate ethical businesses. Brands that align with their values, especially in sustainability, can build stronger connections with their customers.
Efficiency and Lean Operations Matter for Small Startups
Running Detrash as a one-man operation has forced Guy to focus on efficiency. He mentions his approach of using “dispatch windows”. He batches shipments rather than offering instant dispatches. This makes the business leaner and more manageable. It also allows him to keep costs low while still providing good service. This is relevant in the current eCommerce climate, where efficiency is becoming more important than rapid growth.
Disrupting the Watch Industry with an Ethical Alternative
Guy points out that while many FMCG sectors have embraced ethical alternatives, the watch industry has been slow to follow. He identified this gap as an opportunity for disruption, seeing Detrash as a way to challenge the status quo. By creating watches from recycled materials, he not only provides consumers with a sustainable option; he also challenges other companies to rethink their practices.
eCommerce Book Top Tip
- A Guide to the Good Life: The Ancient Art of Stoic Joy by William B. Irvine
- The Direct to Consumer Playbook: The Stories and Strategies of the Brands that Wrote the DTC Rules by Mike Stevens
- Rocket Fuel: The One Essential Combination That Will Get You More of What You Want from Your Business by Gino Wickman and Mark C. Winters
eCommerce Traffic Top Tip
- Build relationships with your top 50 customers. Conduct qualitative research to understand their preferences and behaviors.
Tool Top Tip
- Understand and implement proper budgeting practices. He suggests using 445 accounting to break down the year into weeks for more granular tracking and reporting.
Carbon Top Tip
- Get registered with 1% for the Planet. For Detrash, they also work with Surfers Against Sewage.
Interview links
- Check out Detrash watches
- This is the second time Guy’s been on the show, and last time he was talking about his super successful subscription business. Listen to his episode >> here <<
- Detrash on LinkedIn
- Guy on LinkedIn
Related Episodes
- Discover the perfect DTC Playbook with DTC veteran Mike Stevens (episode 390)
- How to grow your DTC brand to over £12m with Guy Blaskey founder of Pooch and Mutt (episode 396)
- Double Your Shopify Sales every Year with Story and Product – SOLIOS watches’ Samuel Leroux (episode 403)
Without the sponsors the podcast wouldn’t be possible – please do check them out: H4

Are you struggling to make your Shopify store stand out?
You need the Yoast SEO Plugin for Shopify. Designed to simplify SEO, this powerful tool manages the technical complexities, so you can focus on what truly matters—growing your business!
How Yoast SEO for Shopify can boost your store visibility in search results:
- Maximized visibility: With built-in structured data and schema integration, your store will showcase rich snippets that capture attention and draw in more customers.
- !NEW! AI for effortless Optimization: Say goodbye to the tedious task of crafting meta descriptions and SEO titles. The new Yoast AI Generate feature does it for you, generating multiple AI-powered options with just a click. Choose the best fit, or tweak it to match your brand’s voice perfectly.
- Stay in control: Even with AI assistance, you’re always in charge. You get several suggestions to choose from, and if they’re not quite right, you can easily generate more or make adjustments until it’s just right.
Why Yoast SEO for Shopify?
In today’s crowded market, getting noticed is a challenge—especially with the busy shopping season just around the corner. Yoast SEO for Shopify gives you the edge you need to stand out in search results, helping you optimize your store’s content for search engines and social media all year round.
What Our Users Are Saying:
“If there’s any app you want for online success, it’s Yoast SEO. I wish they’d launched it on Shopify sooner—it would’ve saved me time, effort, and money.” — Abida Nasreen, Heat London
What are you waiting for? Make your store shine this shopping season, learn more here
Full transcript to read & download:
Like to be a guest? Apply Here‘