What if someone told you to create sustainable communication for an unsustainable industry? The founder of the shoe brand Kastel and Norway's first self-service shoe store has stood up for the endangered Trøndelag sheep. How? Well, he made sneakers out of wool of course. Sustainable innovation is a crucial matter for the entrepreneur, even though he is well aware that the challenge lies in the fact that the fashion industry is a part of the problem itself.

But small steps towards more sustainable production is a step in the right direction. This way a small shoe manufacturer can penetrate the eye of the needle and achieve media visibility for sustainable solutions in an unsustainable industry.