Join us as we dive into the world of ethical manufacturing and digital strategy. Our guest, Alex Miller, serves as the head of digital strategy and e-commerce for Baabuk, a Swiss footwear brand famous for their wool-based products. Alex is here to share the unique story of Baabuk - from its commitment to transparency and ethical manufacturing to its innovative use of wool and its transition into a B Corp.Baabuk's choice of wool as a primary material may seem unusual, yet the benefits are remarkable! Wool is incredibly durable, naturally antibacterial, and temperature-regulating. Yet, as Alex points out, this choice does present challenges from a cost perspective and with respect to customer return rates. But the challenges don't end there. Alex also walks us through Baabuk's unique recycling program in Europe, the collaborative relationship with their retail partners in their sustainability efforts, and the importance of cultivating personal relationships with suppliers. It's a complex, but rewarding, business model that sets Baabuk apart in the industry.The conversation takes an inspiring turn as Alex delves into Baabuk's journey to becoming a B Corp in 2017. This transition was a testament to Baabuk's commitment to using business as a force for good. Alex paints a vivid picture of the collaborative environment within the Swiss B Corp community and the rising demand for transparency and authenticity among Swiss consumers. With a focus on ethical manufacturing and digital strategy, Baabuk not only excels in creating extraordinary wool-based products like their signature Black Nose Sheep wool sneakers but also in reshaping the business landscape in a more sustainable and responsible way. Join us for this fascinating exploration of Baabuk's journey and learn how the brand is making a difference one woolen shoe at a time.Baabuk's WebsiteResale marketplaceBaabuk's Black Nose Sheep ShoeDirigo Collective Website