[Food/Fashion] Spreading the Word on the Flavors and Style of Veganism

Have you ever dedicated yourself to a single project to the very end in order to stay true to your convictions? To some, it might seem like a “reckless endeavor” or a “difficult path.” Here are two GREEN MAKERS who insisted on doing what was right for themselves, their families, and the planet, and used funding to spread that message. With Earth Day approaching, why not take a moment to reflect on the right path for all of us through these makers’ stories of green funding? 

<This interview was produced on April 20, 2022>

MomMake, delivering healthy meals,
and Jenny Closet, dedicated to sustainable fashion

M (MomMake) Hello. I’m Lee In-ae, CEO of MomMake, a brand of health foods created by my mother. MomMake offers a variety of health foods and protein shakes so that more people can enjoy convenient, nutritious meals while maintaining both health and great taste. Recently, we were selected for the third cohort of wadiz GREEN MAKERS and are currently running a funding campaign for our vegan protein shakes made with tofu.We’re a brand that strives every day to provide healthy meals using naturalingredients. 

When I was young, my mother ran a rice mill, and I learned the trade little by little while helping her out. That experience led me to run my own tofu factory and rice mill. Naturally, I started making ready-to-eat meals for my own children from the time they were on baby food, and I shared them with my neighbors as well. Word of mouth about the meals I made began to spread, and that’s how MomMake came to be.

Z (Jenny Closet) Hello. I’m Jenny Lee, the founder of Jenny Closet, an upcycling designer brand currently participating in the 3rd cohort of GREEN MAKER. Jenny Closet operates under the slogan “Yesterday’s Old Is Today’s New” and is a brand that pursues both individuality and social value. By reusing materials, we produce products with consideration for the environmental impact throughout the entire product lifecycle—from planning to manufacturing and distribution. 

I began my career as a designer in 2011, creating custom-made clothing in a small, 6-pyeong space near a university campus. At that time, my regular customers would often ask me to repair their damaged clothes, which led me to start upcycling. Two years later, I collaborated with the nonprofit organization Open Closet on a business suit upcycling project, and the team formed during that project became “Jenny Closet.” Although the project concluded after about a year of activity, we officially launched the “Jenny Closet” brand and have been introducing a variety of upcycled products ever since.

Using reliable raw materials and safe ingredients,
we’ve protected both ourselves and the environment around us

M The vegan protein misu powder we introduced on wadiz is an upgraded version of our existing “protein misu powder.” We put a lot of effort into upgrading it to be more nutritious and a safe, trustworthy product. Our products are made exclusively from natural ingredients without any chemical additives, but natural ingredients actually have a tendency not to dissolve well in water. It’s like how rice doesn’t dissolve even if you leave it in water for several hours.

The most common feedback we received from customers at first was, “It doesn’t dissolve well.” Admittedly, this is a problem that could be easily solved by simply adding chemical additives . However, our commitment to the principles we’ve upheld since our founding was stronger, so we focused more on the production process to ensure the ingredients dissolved properly. Just as we steam rice before eating it, we first steam the ingredients, then grind and mix them to ensure the product blends well.

▶ Curious about MamMake Maker’s funding campaign?

Z The recently unveiled carbon-zero denim leather bag is a product developed after seven years of research. When we first launched the brand, the factory owner and I tried coating jeans in the basement, and I nearly collapsed due to toxic substances. While testing various coatings, I realized just how many harmful substances were being used. So, I eventually succeeded in creating an eco-friendly denim coating using a water-based formula that contains no formaldehyde, a known irritant.

Naturally, we were thrilled to launch the product, but we soon discovered that the texture of the coating would change over time with prolonged wear. Since this was an issue related to the product’s durability, it caused us a great deal of concern. Fortunately, I met Mr. Jeong Doo-ho, the (former) CEO of LG Siltron, who had been researching special coating films for a long time. Thanks to him, I was able to create the Jenny Closet signature denim using a print-coating technology that doesn’t require water. 

▶ Curious about the funding campaign by the Jenny Closet maker?

A healthy commitment to the environment
A Healthy Persistence for the Environment

M The hardest part of making this product was learning about veganism.I discovered veganism while thinking about what kinds of products could benefit not only ourhealth and safety but also the environment. At first, I was a bit surprised—I thought you were vegan just by avoiding meat and dairy, but I realized I also had to be mindful of animal testing and chemical ingredients. From that perspective, I found there were actually quite a few products that weren’t vegan. This experience motivated me to devote myself to product research with the single-minded determination to uphold my vegan beliefs to the very end.

I learned during the vegan certification process that the tofu used in protein shakes might not actually be vegan. The coagulant used in tofu production contains defoamers like silicone resin or polysorbate, and these ingredients are tested on animals . So we decided to make our own tofu. We simply couldn’t use ingredients that are bad for our health and were tested on animals. I was confident in making tofu because I’ve been doing it for decades. I believe we were able to create our current products thanks to the trust and support of our factory staff, who followed my lead.

Z As an eco-friendly fashion brand, our focus is on the lifespan of materials. Simply by recycling materials , we can significantly reduce carbon emissions . Extending the lifespan of materials that would otherwise be discarded and wasted as much as possible—I believe this is the role we must uphold and promote through upcycling. That’s why our partners often ask us, “Why are you making things so difficult for yourselves?” When that happens, we tell them, “We’ve brought back to life products that would otherwise have all been incinerated—even if it takes a bit more effort.” Then they feel a sense of pride and cheer us on wholeheartedly. (Laughs)

The first material we chose to fulfill our mission was denim. As we were thinking about how to make upcycling accessible to everyone, we thought of jeans—something that people of all ages and genders own. Actually, leather is more commonly used in bag making. So we wondered, “Could we replace leather with jeans?” One day, we discovered that the material used in a famous luxury handbag wasn’t leather but coated canvas. We searched high and low for a technician, and eventually succeeded in creating upcycled denim leather.

A place where the maker’s challenge is welcomed,
a place to receive feedback from supporters

M There’s a common prejudice that vegan food isn’t tasty, but through this funding campaign, we wanted to spread the word about “delicious vegan food.” So when we heard the phrase “vegan shake made with tofu protein,” we launched our campaign on wadiz to meet supporters who would judge our product objectively, without any preconceived notions.

When we launched our first funding campaign in 2019, our supporters pointed out the product’s strengths and weaknesses—things we hadn’t even considered—with great clarity. Some supporters even reached out to us directly. They told us what the product’s biggest strengths were, how to enjoy it for the best taste, and even pointed out ingredients that could potentially be problematic. I believe that by incorporating that feedback—enhancing the strengths and addressing the weaknesses—we were able to develop the vegan protein misugaru you see today.

ZThe ZC line, which we launched through wadizthis time, stands for ZERO CO2. It’s a handbag designed for everyday use. While designing it, I realized that storage needs vary depending on lifestyle, so I wanted to collaborate with wadiz supporters through the funding campaign to figure out which design would be best.I was a bit surprised, though, that the resultsfor the storage version and the non-storage version were so similar. (Laughs) 

In my experience, wadiz is a place that allows you to focus on items you want to try out.Whileotherplatforms require brands to constantly consider the characteristics of their existing products, wadiz is a place where new challenges feel natural and are welcomed. That’s why I think it’s the perfect platform for brands like ours, which have unique strengths in materials and technology, to truly showcase their characteristics. The feedback we receive from supporters through these challenges is also a great learning experience.

Watching eco-friendly values spread
I found motivation for my business

M After our wadiz funding campaign, we received a lot of inquiries from various online marketplaces, social commerce platforms, and influencers. We were also able to host a pop-up store at the luxury wing of Galleria Department Store . In terms of the product itself, I think this experience served as a catalyst for further improving both the taste and quality. To be honest, since we eat our products every day, our taste buds can sometimes become desensitized. I think it was a great opportunity because the diverse reactions from our supporters allowed us to continuously upgrade our products to make them even tastier and healthier. 

Using this opportunity as a springboard, we plan to focus a bit more on future possibilities. We’re set to launch another new product soon—this time, we’re trying to create a product with a higher protein content while also taking sugar, carbohydrates, and sodium into account. We want to show everyone that it’s entirely possible to get enough protein on a vegan diet.

If there are any of you out there who, like us, are interested in vegan and eco-friendly products, there are many open-minded supporters on wadiz, so I hope you’ll believe in the power of possibility and join us in this challenge.

The biggest change has been that funding has enabled our brand to take on new challenges.We’ve always had supporters cheering us on for every project we’ve launched so far.Upcycled products have a relatively complex manufacturing process, so they take longer to produce than other items. Even so, knowing that there are people supporting us and waiting patiently has made us take even greater responsibility for every step of the production process. While reaching our funding goal is important, as a maker, I’ve found great fulfillment in the fact that our supporters are participating alongside us in the effort to give new life to discarded resources.

Sometimes, eco-friendly products receive lower ratings in terms of price and design compared to non-eco-friendly ones, but I believe the effort itself—to keep striving until their value is recognized—is highly meaningful. If there are any makers preparing eco-friendly funding campaigns on wadiz , I hope you’ll keep going until the end, viewing this as a journey to slowly build trust, even if the results or reactions you expected don’t come right away. 

Written by Han Ji-hye
▶ This content was first featured on the wadiz blog. If you’re curious about more stories from the blog, click here!