Cyrill Gutsch is the German creative concept developer helping navigate design’s vital return to what matters most. To him, ‘purpose is the new luxury’, and saving the oceans is a far better business than destroying them. Now his main client, he is committed to restoring the world’s consideration of the ocean, with a fight against plastic pollution centred on his objective of “educating without feeling guilty.” In 2016, his foundation, Parley For The Oceans, teamed up with fitness apparel giant Adidas and designer Alexander Taylor to release trainers made from recycled ocean plastic, to further increase environmental awareness and responsibility. He has also worked with Corona on producing bottles made with non-pollution packaging, lectured with Pharrell Williams and David LaChapelle, and has most recently teamed up with Stella McCartney, diving deep into another activist fight that she is heavily engaged in, that of the protection of animals.