Scaling Impact: How Elvis & Kresse Turned Waste Into a Thriving Regenerative Brand (episode 601)
Kresse Wesling CBE is the co-founder at Elvis and Kresse, the designers, manufacturers, and sellers of their range of sustainable and ethically produced luxury accessories and homewares. Founded in 2005 to rescue London’s decommissioned fire-hose, they now sell via their Shopify site and wholesale. They donate 50% of their profits to charity – and have donated nearly £500,000 to date, AND saved over 315 tonnes of materials from landfill.
Since joining us four years ago, Kresse and her team have taken their mission to a whole new level. In this conversation, she shares how they’re building a regenerative business that restores ecosystems, creates new revenue streams, and challenges traditional thinking about growth, sustainability, and long-term success.
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Dive in:
[04:06] Sustainability goals on the farm
[09:14] Embracing regenerative farming practices
[10:48] Criteria for choosing projects
[13:46] Concerns about microplastic pollution
[16:10] Corporate responsibility and transparency
[19:34] Wine production practices and additives
[24:07] Struggling with rapid changes
[28:28] Listen to Kresse’s Top Tips!
Build a Business That Gives More Than It Takes
Kresse argues that businesses should be designed to create positive impact, not just profit. At Elvis & Kresse, this means looking beyond products and thinking about the entire business model. Their move into regenerative farming wasn’t a side project. It was a way to make the business better for the environment while creating new opportunities for growth. The lesson for eCommerce brands is clear: customers increasingly value companies that take responsibility for their impact. Brands that think bigger than transactions can create stronger customer loyalty and stand out in crowded markets.
Innovation Happens When You Solve Real Problems
Elvis & Kresse started by rescuing decommissioned fire hoses from landfill. More than 20 years later, they are still guided by the same principle: solve meaningful problems. Kresse shares how they evaluate every new waste stream by asking whether they can make a real difference and whether they are the right team to tackle it. This approach keeps them focused and prevents them from chasing every opportunity. For eCommerce founders, it’s a reminder that the best innovations often come from solving genuine customer, industry, or environmental challenges rather than following trends.
Your Story Is One of Your Strongest Marketing Assets
When discussing marketing, Kresse says their strategy has always been simple: tell the truth. The brand’s story is built on real actions, real impact, and complete transparency. That authenticity has become a powerful marketing advantage in a world where many brands make sustainability claims without backing them up. Customers are increasingly looking for proof, not promises. The episode highlights how a strong and honest brand story can become one of the most valuable assets an eCommerce business owns.
Focus on What You Do Best and Get Help with the Rest
Despite running a successful eCommerce business, Kresse openly admits that keeping up with modern digital advertising is challenging. Rather than trying to become experts in everything, the team focuses on their strengths and works with specialist partners where needed. They have invested time in finding an agency that can manage the complexity of paid media while they focus on product innovation and brand building. It’s an important reminder for growing eCommerce businesses. Success often comes from knowing what to delegate, not trying to do everything yourself.
Long-Term Thinking Creates Sustainable Growth
One of the most fascinating parts of the episode is hearing about the farm and vineyard project. The business invested years of work and significant resources before seeing any financial return. Many brands focus on short-term wins, but Kresse demonstrates the value of building for the future. The farm supports the company’s wider mission, creates new revenue streams, and strengthens the brand’s reputation. For eCommerce operators, it’s a powerful lesson that some of the biggest growth opportunities come from making bold decisions that may take years to pay off.
eCommerce Book Top Tip
eCommerce Traffic Top Tip
- Focus on authentic collaborations with partners whose audiences genuinely overlap with yours, rather than chasing large follower counts.
Tool Top Tip
- Use a large external monitor alongside a laptop to manage multiple tabs, windows, and tasks more efficiently.
Carbon Top Tip
- Prioritize lower-impact materials and energy-efficient operations, as material choices and building design often reduce carbon far more than website optimizations alone.
Interview links
- Check out Elvis & Kresse
- Kresse on LinkedIn
- Listen to Kresse’s first episode on the show where she talks about ethics and sustainability
Related Episodes
- Fashion and the Circular Economy with Zoe Rowswell, co-founder of Tern Eco (episode 435)
- Why PR is a the Ultimate Stakeholder for Fashion Brands with Christina Dean, The R Collective (episode 462)
- How MUD Jeans Built the World’s First Circular Denim Brand — and What eCommerce Can Learn from It (episode 567)
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