by Michael Smith (Veshengro)

Right, that is the headline that came with the press release and then it continues, as below:

An innovative eco product is aiming to bring a touch of style to home recycling.

dwissThe dwiss is a domestic recycling system carefully hand-crafted in the UK using sustainable beech plywood.

The pioneering design features four compartments that conveniently store different waste types, and which can be quickly and easily emptied into external facilities for collection by local authorities.

The innovative product comes from new Sheffield design house Fellow53. The dwiss aims to satisfy the needs of eco-friendly furniture buyers and officially launches at Tent, part of London Design Fair in September.

Founder Jon Walker set up Fellow53 last year.

Walker explained: “The fundamental aim of the dwiss is to inspire people to recycle as much as possible by making it quick, easy and fun. And to get them to think about what other everyday tasks they can do in a sustainable manner.

“The dwiss not only promotes sustainable living, it’s a simple, elegant and durable piece of furniture which itself is sustainable.

“Made from sustainable beech plywood we've minimized the amount of material required through the use of an innovative central frame, eliminated mechanical parts to increase durability, and assembled the dwiss in a way that enables re-manufacturing.

“We're also manufacturing the dwiss in the UK, so avoiding significant emissions by optimizing our logistics.”

The packaging ‘presents’ the dwiss on delivery, with two sides falling away as part of a grand reveal. The packaging is easy to disassemble and store in the dwiss, providing an instant solution for disposal of packaging.

The dwiss is highly flexible and can be configured to suit the buyer’s needs.

Walker hints that Fellow53 will be expanding its product line in the future to include more pieces.

“The aim is to develop a range of sustainable products which supports sustainable actions.” adds Walker.

“Sustainable and eco-friendly products with first class craftsmanship are very much the core values which will be reflected in our products as the brand grows.”

The dwiss will retail at £895 and orders are now being taken at for the first batch of dwiss’.

dwiss is an elegantly designed, hand-made kitchen device which adds style and ease to home recycling. Made in the UK, dwiss is a sustainable product which supports sustainable actions. dwiss is the first product from Sheffield-based designer Jon Walker under the Fellow53 brand.

And now let's look at this from a few angles.

The first issue I have with this is the term “sustainable plywood” for considering the glues and the energy used in the manufacturing of plywood, regardless of whether the wood is from sustainable sources and FSC certified, which is at times a questionable certification anyway. I cannot see that as sustainable in the same way that the term sustainable does not wash with regards to concrete, though that material is not an issue here.

The second problem that I have with this simply is the price of of almost £900 with little change.

It is little wonder that products such as this give the poorer strata in our society the impression that going green and being eco-conscious just is not achievable for them.

This product is far from being the only one in this category of things that are supposed to enable people to live a greener lifestyle which are well beyond the affordability of the ordinary person, let alone those on the lower levels of income.

Designers could do much better by putting their imagination, their innovation and their skills into designing packaging and such like that could, after having fulfilled its primary function have a secondary, upcycled function, designed into it so that those could be converted, so to speak, to something useful for the home, or elsewhere.

This product here is no eco, green, or sustainable, even though it may be re-manufacture the product (into something else) after its initial life. It is greenwash pure and simple and expensive on top of that.

© 2016