CAMP seminar: How to turn a sustainable mindset into a profitable business?

Environmental protection and the circular economy sound good, but when developing a product or service, creative entrepreneurs soon face a harsh reality: how can they do all this while making sure the business is genuinely economically sustainable and profitable? Every year, hundreds of tonnes of sheep’s wool were discarded in Estonia, considered worthless waste. Woola took this resource and created an aesthetic, functional and internationally award-winning packaging material from it, replacing petroleum-based bubble wrap. It is a clear example of how material development, environmental protection and an ambitious business model can work successfully hand in hand.

At the seminar, we’ll discuss the realities behind sustainable product development, including both successes and painful lessons.

What will we do at the seminar?

Woola’s story: from design and research to an international company

Katrin Kabun will share Woola’s journey from the perspective of a designer and co-founder:
- How did research and the study of sheep’s wool become a business idea with growth potential?
- The rewards and challenges of product development and material testing.
- Common stumbling blocks to learn from: staying focused, building a team and earning the market’s trust.

Katrin will be joined in conversation by moderator Pille-Riin (founder of Full of Junk Design and head of CAMP). Together, they will explore what sustainability means in creative entrepreneurship, what business compromises are necessary, and what every creator can take away from Woola’s journey. There will be an opportunity to ask for advice, share product ideas and discuss them directly with the speakers.

Speakers and discussion facilitators

Katrin Kabun (Woola co-founder, textile designer and researcher at EKA)

Katrin’s research focuses on the properties of sheep’s wool and how they can be applied in contemporary product design. At Woola, her research, material development and entrepreneurship come together, giving local sheep’s wool new value and creating circular alternatives to petrochemical-based packaging.

Pille-Riin Lillepalu (founder of Full of Junk Design and head of the CAMP Creative Entrepreneurship Centre)

Pille-Riin runs the circular design studio Full of Junk Design, giving production waste a new life as interior design pieces. As moderator, she brings both the first-hand experience of a circular producer and a broad perspective on developing the creative sector, helping draw out the most practical lessons from Katrin’s story for the audience.

Who is the seminar for?

Anyone who wants to apply circular economy and sustainability principles to their product or service, as well as aspiring entrepreneurs looking for a workable balance between a green mindset and a profitable business model.