In this episode, Giff sits down with Ed Bartlett, founder of cycling apparel brand Kostüme, to explore what happens when you challenge accepted wisdom and rethink an industry from first principles.

After years of spending long hours in the saddle, Ed found himself questioning many of the assumptions underpinning the cycling apparel industry. From product design and marketing to manufacturing and retail, there seemed to be an accepted way of doing things that nobody was stopping to challenge. Rather than accepting the status quo, he decided to build the kind of company – and products – he wished already existed.

That company became Kostüme: a design-led cycling apparel brand built around a simple philosophy – create exceptional products with as little waste as possible, and remove everything that gets in the way.

The conversation explores how Kostüme's small-batch pre-order model enables greater investment in quality, comfort and performance, while creating a more efficient and sustainable business. Ed also shares why comfort became the brand's defining idea, how customer trust has fuelled organic growth, and why challenging industry conventions can lead to better products and better businesses.

At the time of recording, ultra-endurance cyclist Dr Sarah Ruggins was attempting to break the Europe End-to-End record, riding from the southern tip of Spain to the northernmost point of Norway accessible by road. As Kostüme's technical apparel partner, her challenge became the ultimate test of the comfort, durability and performance Ed has spent years obsessing over.

Key topics covered:

• Dr Sarah Ruggins' extraordinary Europe End-to-End world record attempt
• Why questioning industry assumptions can create better products and better businesses
• How Kostüme's pre-order model removes waste and enables greater investment in quality
• The relationship between customer trust, product excellence and organic growth
• Why comfort is often overlooked as a performance metric
• Building a brand around what customers actually value
• Artist collaborations, design and creating a distinctive brand identity
• The challenges of growing a business without compromising its principles
• How Kostüme's approach could influence the future of fashion and retail

Links
You can follow Kostüme here:

www.kostume.cc

https://www.instagram.com/kostume.cc/

Live preorder:
https://kostume.cc/edit010

Ed's podcast conversation with Sarah:
https://youtu.be/gysE9s80ypo

You can follow Sarah's One Way North record attempt here:

https://www.instagram.com/sarah_ruggins/

https://www.own2026.com/

Looking for fresh ways to make your sustainability message stand out?

Download Blast’s free guide, 5 Ways to Unearth Big Ideas for Successful Sustainability Campaigns, at bright-ideas.blast.co.uk — it’s full of practical ways to develop ideas that are original, on-brand, and effective.

If you’re ready to take the next step, book a call with our team to discuss your project: https://calendly.com/blastdesignlondon/intro-video-call-clone.

In this episode, Giff is joined by Ann Claes, co-founder of Masjien, a technology and sustainability agency working at the crossroads of fashion, innovation and systems change.

Ann shares her journey through fashion production, business development and mentorship, and why she now describes herself as a “techno optimist”. She explains how Masjien challenges the status quo by using technology in two ways: to accelerate sustainability and to help creativity flourish.

The conversation digs into what’s really slowing fashion down, from the speed and volume of consumerism to how hard it’s become to keep sustainability on the agenda. Ann unpacks why storytelling and emotion matter, how tools like digital product passports can make sustainability communication more engaging, and how to balance inspiration with transparency to avoid greenwashing.

We also dive into TURBO, Masjien’s sandbox project for “stacking” technologies into a strategic toolbox, plus what it takes to move innovation from interesting to adopted.

Key topics covered:

• Ann’s path into sustainability, tech and fashion
• Techno optimism and reframing sustainability communication
• Why storytelling and “love brands” matter more than ever
• Credibility, transparency and avoiding greenwashing
• TURBO as a sandbox for stacking technology strategically
• Change management, cross-team buy-in and collaboration

Looking for fresh ways to make your sustainability message stand out?

Download Blast’s free guide, 5 Ways to Unearth Big Ideas for Successful Sustainability Campaigns, at bright-ideas.blast.co.uk — it’s full of practical ways to develop ideas that are original, on-brand, and effective.

If you’re ready to take the next step, book a call with our team to discuss your project: https://calendly.com/blastdesignlondon/intro-video-call-clone.

In this episode, Giff is joined by Will Hayler, co-founder and CEO of Blue Earth Summit, to explore how entrepreneurial thinking, creativity and capital can come together to drive real climate solutions.

Will shares his journey from media, marketing and events into building Blue Earth Summit – not as another climate conference, but as a movement focused on transforming the way the world works. He explains why Blue Earth centres investment, scale and economic reality, and how moving money from investors to innovators and NGOs is essential to making change happen.

The conversation digs into why sustainability needs optimism as much as urgency, how innovation and technology create genuine reasons for hope, and why bringing non-traditional climate voices into the room is critical. Will also reflects on the role of creativity, music and culture in shaping what comes next – and why the future of sustainability should feel inclusive, energising and human.

Key topics covered:

• Will’s entrepreneurial journey and the origins of Blue Earth Summit
• Why Blue Earth is a movement, not just an event
• The role of investment in scaling climate solutions
• Moving from problem-focused narratives to solution-led thinking
• Technology, innovation and reasons to be optimistic
• Collaboration between business, NGOs and investors
• Creativity, culture and the future direction of Blue Earth Summit

Looking for fresh ways to make your sustainability message stand out?

Download Blast’s free guide, 5 Ways to Unearth Big Ideas for Successful Sustainability Campaigns, at bright-ideas.blast.co.uk — it’s full of practical ways to develop ideas that are original, on-brand, and effective.

If you’re ready to take the next step, book a call with our team to discuss your project: https://calendly.com/blastdesignlondon/intro-video-call-clone.