Meet The Founder
A BORN OPTIMIST
There's always hope. There's always a way. We just have to find it.
Always HOAP
"I believe that if we all made a small change to choose better products we can make a huge difference to this world in a number of ways.
I believe there are great products out there that are made with the planet in mind - either by removing waste or using materials which regenerate rather than take.
I believe by supporting these brands we can undo some of the damage we have done, move every industry to do better and remove any brand who puts profit before the planet and our future.
We wish to be a platform to facilitate change. There is no perfect, there is only better. Every step better counts and I'll be right here taking mine with you.
I believe if we all do this then we can achieve the goal we set out to do - Save this planet.
I hopeful for two things:
- Together we can save this planet
- One day, there is no need for HOAP anymore - every brand will be planet-first"
Matt Payne, Founder
founder favourites
Every story starts somewhere
And mine is cliché AF... sorry, not sorry.
I travel to surf. It's the way I experience nature all over the world, from my home breaks in the UK to South Africa, my second home (not literally), to the tropics of Indonesia and Sri Lanka.
This is where mine began
2018
WTF is going on in Paradise??
Surf trips to 'paradise' repeatedly turned out to be littered with plastic - on the beach and in the water.
I bought a reusable water bottle that day - Not enough my friend.
It caused me to stop and assess what I could change.
I started nerding out on sustainable materials - like boardshort made out of coconut husk and plastic bottles - Epic!
2019
Time to change
Unpicking sustainability is not easy and putting it in to action without turning in to a hemp-wearing, stark-raving hippie (love you hippies 😘)... well that's not easy either but I started with what I knew.
I started evaluating more and more every time I needed something new and discovered some incredible sustainable options.
So why isn't everyone, right?
2023
Remove the Effort
To drive change, you have to make it easy.
The biggest barriers to change are:
- Understanding and knowledge - we built in our years of sustainability learnings, no AI bollocks here
- Time - we do the research for you and by laying it out transparently people can shop like normal but know they're making better choices (oh, and everything's greenwash guaranteed)