Products of Change welcomes to its community new member, Peagreen.
Marrying great design with conscientious and responsible values, design agency Peagreen has joined Products of Change as it begins its dive into the world of licensing.
Hear more about Peagreen from its founder and CEO, Izzy Matthews:
Tell me a bit about what you do
I’m Izzy, founder of Peagreen, a Winchester, UK-based design agency currently celebrating our 30th anniversary. We began in textile and surface pattern design, working with global brands and retailers, often behind the scenes, and have since grown into a multidisciplinary studio. Today our work spans textile and surface pattern product and giftware design, art for healthcare, education, public spaces and more recently, funeral care.
Behind the work we produce are 10 artists working closely together. Visually there is a consistent thread, often playful, thoughtful designs, rooted in storytelling with each artist brings their own perspective and voice. It’s increasingly important to me that these artists are recognised in their own right, as well as being part of the wider Peagreen story.
Having spent many years creating work quietly for others, it now feels like the right time to celebrate who we are more visibly and the value our design can bring. Alongside our ongoing client work, we are developing Peagreen as a licensed brand in its own right, creating opportunities to collaborate more directly with manufacturers and partners.
One of the first projects within this direction has been a female cycling collection with VeloVixen (top image), and we are continuing to build on this through new product ranges and partnerships as we celebrate our 30-year milestone.
While our work spans many different areas, the common thread is always storytelling through design and a desire to create work that has a positive, lasting impact.
What does sustainability mean to you?
For us, sustainability is about responsibility and longevity. It’s not just about materials, but about creating work that is thoughtful, well made and designed to last both physically and emotionally. It also means considering where and how things are made, reducing unnecessary impact, and being honest in our approach.
Having started in textiles and fashion, we’re very aware that this industry has historically been one of the more environmentally impactful. Over the years, our work involved frequent international travel across the US, Australia and Europe, which inevitably carries its own footprint. That has always sat in the back of my mind. As a studio, we’ve always tried to counterbalance this by creating good design that is accessible to everyone, regardless of background, and by producing work that has longevity because people genuinely want to keep and live with it.
Ahead of lockdown, we also made a conscious shift to reduce travel by setting up a dedicated Zoom meeting space within the studio, allowing us to run international meetings remotely. While this has now become standard practice across the industry, we continue to prioritise this way of working wherever possible to minimise unnecessary travel.
Now, as we evolve, we are making more conscious decisions, wherever possible focusing on UK & European production and putting greater emphasis on work that has a lasting, positive impact on people’s lives.
Why have you joined POC?
We’ve joined Products of Change because it feels like a genuinely purposeful community bringing together people who want to do things better. As we evolve our business, particularly in licensing and product development, it felt important to be part of a network that is actively shaping more sustainable ways of working.
What would you like to get out of POC membership?
To make genuine and lasting collaborations with other members on the same journey. To create projects together in and learn how we can be the best possible version of ourselves within an industry that hasn’t always been known for sustainability. To gain practical advice and understand where we can make the most meaningful changes, whilst connecting with others who are navigating similar challenges.
It’s also about being honest. There are things we can change and things we can’t, at least not yet. We’d value guidance on how to approach that balance thoughtfully, continuing to improve without losing sight of the bigger picture or feeling held back by what isn’t immediately within our control.
Sustainability achievements so far
We recently launched “The Last Dance Coffin,” a website featuring a Peagreen range of sustainable funeral care products that celebrate a life well lived. Our desire is to bring sustainable change through meaningful designs into an industry firmly on the back heel.
Our work in healthcare and public spaces also focuses on creating environments that support wellbeing and are designed to stand the test of time.
A souvenir range for the Museum of Modern Art in New York is currently in production, being produced in collaboration with UK partners introduced to us through that relationship, which has been an important step forward. We are now building on this, expanding our gift offering and developing ranges for other organisations such as Curating Cambridge. While some of these clients already have established relationships with UK manufacturers, for us it is still a process. We are learning, building connections, and actively seeking new partners to work with and recommend to others in the future.
There is still a long way to go, but we’ve started, and that in itself feels like meaningful progress.
Sustainability ambitions
Our ambition is to continue building a model where design, sustainability and production are more closely aligned. This includes growing our network of trusted UK and European manufacturers, exploring innovative materials, and embedding sustainability into our licensing model from the outset. We want to create products that are not only beautiful, but genuinely responsible in how they are made and used.
Thoughts on sustainability in the design and licensing industry – challenges and opportunities?
The licensing industry doesn’t always sit comfortably with my own sustainability values. Even at licensing shows, there can be a culture of giveaways and short-lived promotional materials created simply to gain visibility, which can feel at odds with more responsible ways of working.
At the same time, there is a real opportunity here. As designers and licensors, we are in a position to influence how products are conceived from the very beginning, from materials and manufacturing through to longevity and purpose. There is growing awareness and demand for better solutions, and I’m hopeful that through communities like Products of Change, we can find and work with others who are equally motivated to rethink these systems and develop more thoughtful, sustainable approaches to licensing and product development.
