After seeing news footage of foot-and-mouth disease culling, he became interested in the environment, and connecting his interest to his work, founded . is a brand that creates lifestyle products such as beautiful, comfortable, and durable socks, masks, handkerchiefs, t-shirts, and hats using plant-based organic materials to minimize harm to the environment. The brand strives to talk about the importance of nature and animals and take action for it. They currently have an office and warehouse in Namyangju, but in 2022, they opened a showroom and café plus bookstore in Pyoseon-myeon, Seogwipo City of Jeju Island. The entire space uses solar energy for electricity and ‘bird collision prevention stickers’ are affixed to the glass windows to protect the birds.