Sustainability isn’t just a novelty feature. Going forward, it’s a series of processes that define how retailers not only design and package their products but also conduct operations. It’s an approach that extends far beyond the greenwashing of organic cotton and examines all components going into an item to simultaneously reduce a company’s and customer’s carbon footprint and provide a quality, lasting product. Nordgreen, a watch brand based in Denmark with a portmanteau-esque name directly reflective of their vision, has viewed its products in such a fashion since starting in 2017. Today, Nordgreen watches aren’t simply nice to look at and functional, but all components and manufacturing processes, plus the company’s mission, focus on reducing environmental impact.