New sofa brand Keep has a mission "to bring about change to the furniture industry and put an end to fast furniture", says co-founders James Rubin-Smith and Rob Hudson, formerly of M&S and Made, who are striving to combine "thoughtful, timeless designs with conscious materials to create sofas that are built to last longer".
"Every year, three million sofas are thrown away, which is 42% of the total 1.6 million tonnes of bulky furniture waste that is discarded each year," states the brand. "Last year, the Environmental Agency introduced legislation to stop persistent organic pollutants (POPs) from entering landfill. Now, discarded sofas are routinely incinerated, contributing significantly to global warming. The only way to halt this toxic cycle that is damaging the planet, is if people buy less frequently and love their sofas for longer. This is where Keep comes in."
James Rubin-Smith says: “We hope Keep will be more than a brand launch and also a catalyst for much-needed change in the furniture industry. We plan to be activists in this field and rally for sustainable change, by coming together with other players who recognise the need for a more sustainable future in furniture.”
Keep's sofas are handcrafted in small batches in North Wales using renewable, sustainably sourced, recycled or recyclable materials, with technology that makes it easy to replace the covers. They are 100% foam free, utilising an alternative called Ultraflex which is partially made from recycled plastic bottles in a family-run factory in Yorkshire.
All Keep’s sofas have pocket spring systems which are also made in Yorkshire, by Spinks. The frames have a lifetime guarantee and the removable covers are made from Aquaclean fabrics.
Rob Hudson adds: “We’re very proud of how far we’ve come in a short time since the conception of this idea last year. Through research, development and pulling on our combined 25 years of experience, we launch our three Keep sofa styles, which are all produced as sustainably as possible in the UK, and delivered in seven days with a fantastic customer experience – demonstrating our commitment to putting people and planet first from the outset.”
Keep launches with three modular collections – the Soulmate, Soulmate Luxe and Soulmate Tailored – with two fabric options available, and each in two colours. All collections are modular in design, so can grow with their owners as their needs evolve.
Keep has already begun its B Corp journey, with an aim to be fully certified by 2025, and has also pledged to donate 1% of total annual revenue to charities doing good for the planet.
Keep sofas are available to preorder, until the brand launches officially on Earth Day, 22nd April.
Pictured: James Rubin-Smith and Rob Hudson on the Soulmate Luxe
