Meet Dean

My curiosity as a design thinker is the core reason I've embarked on this journey to challenge the appropriateness of the current linear 'take, make, waste' furniture design and production system. In my 20 years of practice as an Interior designer, I have become familiar with the commercial 'race to the bottom' that dominates our industry. This race is accelerated by what I call 'social media globalization', where design trends are now accessible to everyone, everywhere, at the click of a button, putting extreme pressure on businesses to compete and gain market share.

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Ironically, like an ouroboros snake, the linear system is incentivized to keep feeding consumers substandard furniture that is difficult to repair, recycle and remanufacture. An excessive supply of cheap 'fast furniture' to serve consumers who desire affordable 'trendy' stuff has become the norm over the last 30 years. Obsolescence is hard-coded into the linear system to save production costs and increase margins. At the same time, consumers have to contend with single-use products, which inadvertently leads to excess furniture waste. To me, furniture waste is primarily a symptom of failed user relationships. So, in 2020, during the height of the pandemic, I turned to the circular economy for answers. I wanted to create a brand where 'our mindset' generates aspiration to drive change.

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By claiming the name I AM DESIGNED CIRCULAR, we are setting the highest standards for our products from the outset. It will be a long journey with many twists and turns. However, I firmly believe in the power of design to help build a lasting furniture legacy by connecting, educating and inspiring like-minded individuals and businesses, showing that circular living is attainable for all.

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