Good intentions: How one brand walks the talk

In a market full of performative CSR, Bellroy is a real, fully accountable force for good. 

For many brands, the terms ‘ethical’ and ‘sustainable’ are often hollow buzzwords  or checkboxes retrofitted to products as a marketing tool or PR exercise. For Australian-based premium carry goods brand Bellroy, they’re not an afterthought; they’re a blueprint. 

“We wanted to come together and form a business that had more depth to it,” says co-founder Andy Fallshaw. “One that considers its role in the world, a force for good.” 

Since launching in 2010, Bellroy has established a global following, not only for its principled innovation but also for its sleek products. A deep commitment to doing better for both people and the planet has made it a quiet leader in conscious consumerism, and B-Corp certification means it is held to rigorous social and environmental standards. 

“Gaining B-Corp certification in 2015 was a huge milestone,” says Fallshaw. “We’d always had good intentions, but we wanted someone to hold us to account.” 

Bellroy’s responsible approach extends beyond its products. Other elements of the business, including a transparent supply chain, a circular design ethos, and climate-conscious packaging, reflect a noble and holistic company that truly practices what it preaches. 

Materials are a driving force for Bellroy, serving as the ultimate, tangible expression of the company’s ethos and vision. From recycled woven fabrics to bio-based leather alternatives, materials are meticulously selected for their performance, hand-feel, durability and environmental impact. And now they’ve seriously upped their game. 

Introducing INNOVERA™, a groundbreaking leather alternative from biomaterials producer Modern Meadow. INNOVERA™ replicates the feel and performance of leather more accurately than the many leather synthetics that have come before it. Made from recycled materials, impregnated with plant-derived proteins and biopolymers, it is engineered to simulate the structure of collagen, the key to leather’s strength and texture. 

“We were exploring leather alternatives,” says Bellroy’s Chief Production Officer Arya Ghavifekr. “INNOVERA™ stood out because it’s indistinguishable from real leather and made from recycled nylon from tyres that would otherwise become landfill.” 

The culmination of years of R&D, INNOVERA™ masterfully handles heat, water, and the passage of time. It is luxurious and pleasantly tactile, without the environmental footprint or moral concerns associated with animal leathers or the compromised quality of other leather alternatives. 

To mark the launch of INNOVERA™, Bellroy is releasing a capsule collection featuring five of its bestselling products: the Key Cover, Passport Cover, Under Cover Wallet, Phone Case, and Pod Jacket Pro. Each piece embodies Bellroy’s minimalist, intuitive design language, representing the company’s history while heralding the start of a new era. 

“We have an ambitious plan for reimagining a lot more products using INNOVERA™,” says Ghavifekr.  

“We’re excited to see what else this material can do.” 

For Bellroy, INNOVERA™ is more than a material. It is a transformative step in  a changing world, a powerful reminder that innovation doesn’t have to come  at the expense of ethics and that doing good can look good, too.  

As Bellroy looks to scale its use, one thing is clear: the future of carry is lighter, smarter, and radically more conscious. 

For updates on the launch, visit bellroy.com/innovera