In search of a circular future.

People don't connect to their clothes like they used to, because brands optimized for the sale, not for what happens after it.

That's the gap I'm building Alu to close. We turn every product into a loyalty and revenue engine, using digital product passports. Each scan reopens the relationship: resale, repair, community, loyalty, all on a channel the brand owns. We start with compliance, but connection is our goal.

Before Alu, I spent 15+ years in the business of sustainability, founding and leading McKinsey's ESG Insights and working with hundreds of brands across retail, luxury, beauty, and apparel. I kept hitting the same wall: sustainability gets treated as a cost, a compliance box, never as something customers love. Alu is my answer to that.

From science, to consulting, to Alu, it's been one constant search: how to repair the relationships between people, their things, each other, and the world we share.