With a father who cared about the environment, early in life I got to spend a lot of time outdoors with him.

He cleared beaches and trails of trash. His big dream was to create a more sustainable society.

And as I embarked on my own journeys, both at work and in my personal life, I discovered that there was much left to be desired in terms of how we treat the planet. And one of the big issues I saw was plastic, which litters our environment and harms both people and animals.

After a few years of struggling in the swells of a stroke, unfortunately my father's dream ended on March 25, 2022, when he passed away. I now see it as my responsibility to carry forward the torch he left behind.

I have, just like my father, a strong drive that I want everyone to be able to enjoy clean forests and seas. Both humans and animals. Therefore, through Rutines, I try to draw my straw to the small stack.

It is not easy to fight against big giants or to reach through the noise and the challenges are many. How do you change habitual behavior in people? How do you get them to choose a material that is good for nature instead of plastic? How do I reach out?

Contributing to a better world should be neither unattractive nor uncomfortable. With Rutines toothbrushes, I have taken on that challenge. I have tried to make them both stylish, but above all comfortable to use. As this has been something that I noticed was needed.

I know we're not there yet. The bristles on the brushes are still made of part synthetics. Something we are working to solve. But despite that, it is my absolute belief that 97% renewable is better than 100% plastic.

Help me help the earth become a little cleaner place without plastic.

Kind regards, 

Hannes Kalmér

Founder of Rutines