Genia Mineeva is the founder of BEEN London, a sustainable, handmade accessories brand that British Vogue named one of the most innovative fashion companies in the world. Genia started her career as a political journalist in the BBC newsroom, where her inquisitive nature led her to question why so many reusable or recyclable materials end up as waste. What she discovered led her to launch BEEN London to give new life to innovative materials rescued from landfills. Designed and manufactured in East London, BEEN London has had a real, measurable impact on the fashion industry by proving that waste can become beautiful, inside and out.