You may have noticed a new brand nestled among our shelves of eco-friendly homegoods. Today, we’re excited to introduce Meema, a recycled textiles home & kitchen company that centers sustainability, quality, and circular design. With its signature simple yet chic design, these towels are designed to last.
Meema was first founded in Guatemala in 2017 by three friends: Alejandro Torun, Jason Turton, and Daniel Buchbinder. United by their shared interest in responsible production and sustainability, they set out to create long-lasting, functional products using materials that would otherwise go to waste. Their inspiration and materials came from The New Denim Project, a textile manufacturer based in Guatemala City that transforms discarded denim scraps from factories into entirely new wholesale fabrics. Instead of contributing to the enormous volume of textile waste produced each year – estimated at around 92 million tons globally each year – Meema saw the opportunity to reimagine its use.
Their very first product, the upcycled kitchen towel, remains one of Meema’s most popular items today, and for good reason. Thick, absorbent, and designed to last, these towels are made to replace disposable paper towels and other flimsy alternatives that wear out quickly. Two versions of the minimalistic towels, the Upcycled Cotton Terry Kitchen Towels and the Upcycled Cotton Kitchen Towels are both featured in our store, showcasing their durability and everyday usefulness.
At the heart of Meema’s work is a simple but powerful mission: to give a second life to discarded fabrics that would otherwise be considered waste, and turn them into everyday essentials that people love to use. Rather than focusing on trends that fade or short-lived products, Meema focuses on timeless designs that can live in your home for years. This is exactly the motto of Green Life– curating sustainable products that are built to last.
The philosophy of a circular economy is inspired by nature itself. In natural systems, waste does not exist: everything transforms into something else in a continuous, regenerative cycle, seen in systems like nutrient cycling, biodegradation, and the water cycle.
Even beyond textiles, this circular mindset extends into Meema’s broader environmental practices. Their own waste is composted and returned to the land, where it’s used by neighboring coffee growers to nourish the land and “grow some of the most delicious Arabica beans in the world.” This is an important reminder that sustainability isn’t just about producing green products, but rather about building systems that give back and support local communities.
We’re proud to carry Meema in our store and support a brand that proves that sustainable choices can be beautiful, practical, and intentional. Next time you reach for one of these towels, remember that you’re not just picking up a kitchen essential. You’re connecting back to the earth and participating in a story of renewal and care for the planet.
