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Madewell x Nest’s Hometown Heroes Collective’s Latest Class Reduces, Reuses and Recycles

Featured Photo: Hometown Hero Tashah Johnson of Candlessentials. (Photo Credit: Millie Wibert)

Madewell x Nest’s Hometown Heroes Collective’s latest class has a shared commitment to designing and producing handcrafted goods with the planet in mind – and is now live on Madewell’s online marketplace. Conscious consumers can now shop aromatic candles packaged in signature plantable boxes, unique mirrors created from reclaimed materials once destined for the landfill and other sustainable finds all on the Madewell marketplace here.

Meet the newest members of the Hometown Heroes Collective prioritizing the planet:

  • Angela Richardson (Pahrump, NV) of PUR Homes offers eco-friendly cleaning products in recyclable or biodegradable packaging that are safe and effective for homes.
  • Élan Byrd (Miami, FL) of Élan Byrd, a Parsons School of Design graduate, creates one-of-a-kind collage prints and wall hangings using sustainable materials. Shop Élan Byrd on the marketplace here.
  • Eli & Keri Gray (Richmond, VA) of Glare Goods transforms reclaimed and salvaged materials into unique mirrors, coasters and serving boards. Shop Glare Goods on the marketplace here
  • Ellen & Margaret Hinrichs (Charlotte, NC) of Geoflora both studied metal design in college and went on to work as bench jewelers for three years. Now, the Charlotte natives use recycled materials and ethically sourced gemstones to craft subtle statement-making jewelry. Shop Geoflora on the marketplace here.
  • Gina Stovall (Los Angeles, CA) of Two Days Off, a former climate scientist, designs easy-to-wear clothes that last for the carbon neutral lifestyle brand. Shop Two Days Off on the marketplace here.
  • Jessica Marquez (Brooklyn, NY) of Miniature Rhino creates simple DIY mending and stitch kits made from recycled paper and fabric scraps. Shop Miniature Rhino on the marketplace here.
  • Tashah Johnson (West Hollywood, CA) of Candlessentials makes hand-poured coconut wax candles in reusable glass that come adorned with compostable labels and are packaged in plantable boxes. Shop Candlessentials on the marketplace here.
  • Yui Kobayashi (Brooklyn, NY) of Yui Brooklyn, an experimental candle lab, creates eco-friendly candles using natural materials such as soy wax, discarded flowers and essential oils. Shop Yui Brooklyn on the marketplace here.

Each featured Hometown Hero is saving the planet one eco-product at a time by reducing their ecological footprints throughout their creative process — from crafting to shipping. 

“Community is one of the foundational pillars of our business, which is why I’ve really enjoyed our experience so far as part of the Hometown Heroes Collective,” says Hometown Hero Tashah Johnson, owner of Candlessentials.“Owning a small business can be very lonely at times, but being able to connect with other makers who might be going through similar ups and downs in their businesses is extremely reassuring. The community is everything!”

Photo Credit: Millie Wibert, The Creative Mill Studio

Leading up to launch day on, the makers have connected with fellows and been granted access to Nest’s Makers United International, a community that delivers pro bono business education and resources to artisan entrepreneurs to support business growth. 

“Madewell is our first partnership with a major online retailer and having the support of the Nest team has really made the entire process easier,” says Johnson. “It’s felt like I’ve had a personal cheerleader making sure we succeed through every phase. I’m very thankful to be a part of the Nest family.”

After Hometown Heroes’ initial founding in 2010, Madewell teamed up with Nest in 2019 to debut the next iteration of the program, the Hometown Heroes Collective. Today, over 60 makers across 23 states have been featured on Hometown Hero Collective celebrates American makers while building an inclusive and connected community for their businesses to grow. In partnership with Nest, Madewell continues to support artisan businesses and bring products to the market that are in fact made well.

Are you a maker looking to get in on the action and become a Hometown Hero Collective member? Apply here.