What Greeb does

Greeb (operating as Maxwell Ashford Studio) is a UK-registered sole proprietorship sustainable product design practice founded by British designer Maxwell Ashford in 2016, based in Woodbridge, Suffolk, with the principal residing in Switzerland. The practice develops products and design methodologies explicitly engineered for end-of-life recycling, including the RUEI-01 multi-material recyclable shoe with digitally embedded material information (robotic g.code, colour codes, factory sources) that enables robotic 'unmanufacturing', the Washing Machine 01 designed without glass, concrete counterweights, or screens to optimise shredder recycling, and the Fire Safe collapsible stainless steel fire pit (commercialised with Wolf and Grizzly). Underlying technology centres on recycling-first product design, EN15804+A2 certified lifecycle analysis, and sustainable material substitution (e.g., polypropylene fabric with 52% safer chemistry versus cotton).

The studio operates as a project-based B2B design consultancy, generating revenue through direct co-development engagements with a small set of enterprise clients including Nike, Kvadrat, Yamaha, Autodesk, Wolf and Grizzly, and Flokk, alongside exhibition commissions, academic teaching at ECAL, and minor grant/award funding (e.g., IKEA Switzerland Foundation support for Bamana). Distribution is primarily direct-to-client; consumer product revenue passes through partner channels such as Wolf and Grizzly's e-commerce for Fire Safe. Pricing is project-specific and largely undisclosed, with one design (Washing Machine 01) targeting a low retail price point of 500–600 CHF.

Maxwell Ashford holds an MA in Product Design from ECAL (2021) and BA in Sustainable Product Design from Falmouth University (2016), and the practice has been recognised with the Swiss Design Award (2022), Japanese Good Design Awards (2019, 2020), US Good Design Awards (2018, 2019), James Dyson Award finalist (2021), Braun Design Prize (2023), and Nike Circular Innovation Award (2018). The studio operates with seven total staff and no external funding, making it a founder-led micro-practice dependent on its principal's design reputation, institutional partnerships (ECAL, ABB, Vitra Design Museum, V&A Dundee, MAAT Lisbon), and recurring enterprise project wins.

Name

Greeb

Legal name

Maxwell Ashford

Website

https://greeb.co

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Greeb (Maxwell Ashford Studio) is a UK-based sustainable product design practice developing recycling-optimised products, robotic disassembly systems, and lifecycle analysis tools for enterprise clients including Nike, Kvadrat, Yamaha, and Wolf and Grizzly.

Ownership category

akta.pro rank

Product category

Sustainable Design Services

NAICS

Industrial Design Services (54142), Other Specialized Design Services (54149)

akta.pro primary industry

Sustainability & ESG Consulting (BPAHACAK)

akta.pro secondary industry

ESG, Sustainability Reporting & Compliance (BPAEAPAM)

Keywords

• Sustainable product design
• Circular economy design
• Eco-design consulting
• Recycling-optimized design
• Sustainable materials innovation

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Pricing tiers

Distribution channels2 records

Marketing channels3 records

Core offering

Greeb is a sustainable product design practice that develops circular-economy product designs, conducts recycling and sustainability research, and provides design consulting services to brands. Core deliverables include product designs optimized for end-of-life recycling (e.g., RUEI-01 multi-material shoe, Washing Machine 01, Plywood School Chair, Fire Safe, Tag lifecycle-labeled tote bags, Bamana paper balloons), lifecycle analysis with EN15804+A2 certification, and sustainability research projects such as Fractions. The studio collaborates with enterprise clients including Nike, Kvadrat, Autodesk, Yamaha, Flokk, and Wolf and Grizzly.

Product overview

Greeb (Maxwell Ashford Studio) is a sustainable design practice offering a portfolio of eco-innovative product designs and sustainability research. The core offerings include RUEI-01 (a robotic-disassembly recyclable shoe), Washing Machine 01 (designed for end-of-life recycling), Plywood School Chair (natural material school furniture), Fire Safe (compact outdoor fire pit), and Bamana (paper-based party balloon alternative). The Tag tote bag project demonstrates transparent environmental impact communication. The practice also conducts sustainability research through projects like Fractions, informing design consultancy services. The studio works with clients across furniture, textiles, and outdoor equipment sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• RUEI-01 A multi-material recyclable shoe designed for robotic disassembly. Digitally embedded object information including robotic g.code instructions and exact material data (color codes, factory sources) enable robots to "unmanufacture" the shoe with complete accuracy. Developed as a research/enterprise outcome rather than a commercial product line.
• Washing Machine 01 A clothes washer concept designed for end-of-life recycling functionality — no glass, no concrete counterweights, no screen (mobile device control instead), and exposed construction with clear bolt heads for easy disassembly and repair. Intended for the low price category (~500–600 CHF).
• Plywood School Chair A chair made from European birch plywood designed to reintroduce natural materials into schools, replacing plastic and steel furniture. Stackable design with components that nest efficiently on veneers pre-forming to save waste.
• Fire Safe A lightweight outdoor fire pit that collapses to slimmer than an inch, works modularly with Wolf and Grizzly's Grill M1 for cooking, and is constructed entirely of durable SS 304 stainless steel for 100% recyclability without deconstruction. Sold internationally through Wolf and Grizzly's e-commerce platform.
• Tag A tote bag design for Kvadrat's 2024 'Rethink' exhibition featuring EN15804+A2 certified lifecycle analysis labels that transparently communicate environmental impact using CO2eq and Enviro-cost units.
• Bamana A speculative alternative to inflatable party balloons, constructed entirely from recycled paper with paper pulp molded shells, recycled tissue paper fillings, and natural food coloring pigment. Fully recyclable, biodegradable, and technically edible.
• Fractions A research project investigating recycling realities, current innovations, and future systems. Six-month research spanning facility visits, legislation reviews, and interviews with recyclers, engineers, designers, producers, and stakeholders. Presented as a three-stage exhibition.
• Sustainable Design Consulting Services Design consulting, research, and innovation advisory services offered to enterprise clients seeking sustainable approaches, technologies, materials, and systems for product innovation. Projects are delivered through direct B2B engagements.

Quantifiable outcome

• Polypropylene fabric achieves 52% safer chemistry vs woven cotton, uses 57% less water, and causes 35% less waste
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered major, minor and core.

• KvadratmajorStrategic or Co-development Partner · 1 January 2024Collaboration for Tag exhibition project at Kvadrat's 2024 'Rethink' sustainability exhibition, presenting fabric environmental impact through EN15804+A2 certified lifecycle analysis.
• Nov GalleryminorStrategic or Co-development Partner · 1 January 2023Exhibition partnership for Bamana project within 'Paper Trail' exhibition context.
• ECAL (Ecole cantonale d'art de Lausanne)coreStrategic or Co-development Partner · 1 January 2021Academic partnership for RUEI-01 development, Fractions research project, and Plywood School Chair collaboration (Ecal x Flokk). Maxwell Ashford completed MA at ECAL in 2021 and has been teaching there since 2022.
• ABBcoreStrategic or Co-development Partner · 1 January 2021Technical support provider for RUEI-01 project - providing robotics expertise for the robotic 'unmanufacturing' system development.
• FlokkcoreStrategic or Co-development Partner · 1 January 2020Collaboration for Plywood School Chair design (Ecal x Flokk), introducing natural materials into school furniture where plastic and steel dominate.
• Wolf and GrizzlycoreStrategic or Co-development Partner · 1 January 2019Product design partnership for Fire Safe collapsible outdoor fire pit. Wolf and Grizzly manufactures and distributes the product internationally.
• NikecoreStrategic or Co-development PartnerNike Grind collaboration for circular innovation projects. Received Nike Circular Innovation Award 2018.
• Swiss Federal Office of CulturemajorStrategic or Co-development PartnerFunding and institutional support for Fractions exhibition and Swiss Design Award 2022 recognition.
• Vitra Design MuseummajorStrategic or Co-development PartnerCollaboration for 'Plastic: Remaking Our World' exhibition and book through curator Anniina Koivu.
• V&A DundeemajorStrategic or Co-development PartnerExhibition partner for 'Plastic: Remaking Our World' - currently exhibited at V&A Dundee until 5th February 2023.
• MAAT LisbonminorStrategic or Co-development PartnerExhibition partner for 'Plastic: Remaking Our World' exhibition.

Recent moves6 records

Expansion highlights4 records

Direct peers

• Map Project Office: London-based industrial design and branding studio working with global brands on products and exhibitions. Comparable as a small European design studio delivering award-recognized work for enterprise clients like Kvadrat, Nike, and consumer brands.
• Form Us With Love: Stockholm-based sustainable design studio producing award-winning products, furniture, and circular-design concepts for international brands. Comparable as a small, award-driven European design practice focused on sustainability and circular materials.
• IDEO: Global design and innovation consultancy with a long-running sustainable/circular design practice. Directly comparable to Greeb in offering sustainability-focused product design and innovation advisory to enterprise brands, but at vastly greater scale.
• Tom Dixon Studio: UK-based design brand and studio producing furniture, lighting, and accessories with a growing sustainability/circular-design focus. Comparable as a designer-led practice combining brand, product design, and sustainability narrative.
• Layer Design (Benjamin Hubert): London-based industrial design studio producing award-winning furniture, consumer products, and material experiments for international brands. Comparable as a small, founder-led design practice with sustainability and material innovation focus.

Emerging players

• Carlo Ratti Associati: Italy-based design and innovation office spun out of MIT Senseable City Lab, working on circular economy, robotics, and sustainable products. Comparable overlap on research-driven circular product concepts and robotic-disassembly themes seen in RUEI-01.
• EOOS Design: Vienna-based industrial design studio known for sustainable product, furniture, and circular-economy projects. Comparable as an award-recognized European design practice applying sustainability and circular-design methodologies to consumer and industrial products.

Broad incumbents

• Designworks (BMW Group): BMW-owned strategic design consultancy with sustainability and circular-economy design services across mobility, consumer, and industrial sectors. Comparable in offering sustainable design advisory to large enterprises, though embedded within an OEM.
• frog (Capgemini Engineering): Global design and innovation consultancy (now part of Capgemini) with deep sustainability/circular-economy practice serving consumer and industrial brands. Comparable offering for sustainable product innovation, but at incumbent scale and within a broader digital-engineering portfolio.
• Snøhetta: International design and architecture practice with a strong sustainability agenda spanning products, interiors, and built environment. Comparable overlap on circular materials and lifecycle-aware design, though broader in scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/maxwell_ashford
• LinkedInlinkedin.com/company/greeb

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Greeb