What does a sustainability entrepreneur actually do?

In this episode of How To Become A…, Grace talks to James, co-founder of waste design studio Are You Mad, about turning waste into paychecks, pop-ups and products. James shares how he moved from the fashion/music world into building a studio that makes acoustic panels, shop fittings and funky shoe-risers out of local waste, runs community workshops, and gets brands to pay for creative reuse.

James shares:

• How he went from warehouse kid to founder of a waste design studio
• Why creativity (not guilt) is the key to changing behaviour
• How to prototype: shredders, small presses, molds and quick pop-ups
• The real business model: brands pay for narrative, not just impact
• Practical ways to start: waste audits, local partners, and pilot projects
• Hiring makers & paying London Living Wage for collection/sorting roles
• The tricky bits: factory risk, contamination, and scaling real products

He also opens up about:

• Starting Are You Mad during / after COVID and why timing mattered
• Using industry relationships to get pilots and partners
• Why “selling rubbish” can actually pay the bills (if you package it right)
• The limits of scaling and why local loops matter

If you want to launch an impact business that actually pays, this episode gives you design-led tactics, fundraising realities, and the messy creativity you’ll need to survive.

Resources:

Are You Mad website: https://www.areyoumad.co/

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