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'How fire-hose went from waste to waist, was through the imagination inspired by Kresse's passion for our planet. It began with a desire to do something creative with the waste fire hose ... Elvis & Kresse is a brand on a mission, where the success of the brand can create a cultural shift... Sustainability invites us to learn from nature, where nothing is a waste. Is this easier said than done? Not for this award winning business.'

Jem Bendell is Director of Lifeworth Consulting, the responsible enterprise advisers, co-author of Deeper Luxury, and founder of AuthenticLuxury.Net.

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