The Future is Green

Sustainability isn’t a niche anymore – it’s an expectation.

Consumers today are increasingly making purchases based on their values, and sustainability is now part of the mainstream agenda. Whether fashion or food, contemporary shoppers expect the brands they back to take a deliberate look at their footprint on the planet, act responsibly, and report genuinely about what they’re doing.

At Propeller, we’re proud to partner with brands that are leading the way in sustainable design, production, and
storytelling – helping them build digital platforms that reflect their values and drive long-term growth.

Founded in 2015 by East London designer Nina Hopkins, Jakke is a statement against fast fashion. The brand was established on the belief that women shouldn’t have to sacrifice ethics to stay fashionable.

Jakke’s philosophy challenges throwaway seasonal trends. Their collections are cruelty-free, ethically produced, and designed to last – a bold, conscious approach to contemporary style.

• Vegan leather and wool-free outerwear
• Wear & Care: a collection made from 100% recycled plastic bottles
• Low-impact factory practices transparency
  

We collaborated with Jakke to craft a seamless Shopify experience that reflects their mission: fashion with a conscience. The site is a visual, product-led journey that brings their sustainability story to life—from materials and manufacturing to their community-focused values.

“Collaborating with Jakke enabled us to merge ethical fashion storytelling with intuitive ecommerce design, making sustainable shopping both aspirational and effortless.” – Propeller team

Fullgreen’s purpose extends beyond healthy food. Theirs is to leave a positive mark on individuals and the environment, sustainability being integral to their operations and collaborations.

Some of the key projects are:

• Over 30,000 pouches donated in 2020 through Feeding Britain and Feeding America
• A pledge to plant 200 trees every month in partnership with One Tree Planted
• Collaborating with TerraCycle® to offer pouch recycling across the UK and US
• Ongoing innovation to introduce single-material recyclable packaging by 2024

These initiatives are part of a broader commitment to reducing food waste, enabling circular production, and lowering carbon footprint—goals that are reflected in every aspect of their customer-facing digital content and experience.

We supported Fullgreen in keeping these values at the heart of their digital presence—crafting flexible experiences that educate, engage, and convert, without focusing solely on product detail.

Why It Matters

Today’s consumers actively search for terms like:

• “sustainable fashion brands”
• “eco-friendly packaging food products”
• “ethical shopping online”

By aligning UX, ecommerce, and SEO with these intent-led behaviours, brands like jakke and Fullgreen are growing responsibly—without greenwashing or compromise.

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