Since it was founded in 2013, LindDNA has impressed us with its uncompromising commitment to sustainability – and now with a new promise too: a Lifetime Guarantee on all its placemats. Join us as we explore the rapid and exemplary success story of this young family business from Denmark.
- How it all began
- Designing, creating and producing in Denmark
- Uncompromising sustainability
- Looking ahead to an environmentally friendly future
How it all began
The story begins in 2013 in Denmark's second-largest city. Located on the east coast of the Jutland peninsula and characterised by centuries-old half-timbered houses, Aarhus in Denmark exudes that typically Danish sense of calm. It was here that Preben Lind founded the family business LindDNA together with his daughters Mie and Bine.
Over the years, the family man had run his own advertising agency, his own design company and his own retail shops. In a hotel room, the entrepreneur noticed a book bound in a special material: recycled leather. Fascinated by the unique physical properties of the material, he tried making interior products from recycled leather. After a series of trials, the first placemats were created – and LindDNA was born.
Designing, creating and producing in Denmark
LindDNA has its roots in Denmark – in Danish design and Danish craftsmanship. Wherever possible, the company insists on its own local production. It's a decision that makes all the difference. When you hold a LindDNA product in your hands, you're holding a piece of honest Danish craftsmanship: durable designs made to improve your life and our world. Preben particularly values the in-house process, from the first idea to marketing the finished product.
"I'm somewhere between a designer, a craftsman and an inventor, bringing creativity, quality and functionality into harmony." – Preben Lind
Local production gives him the opportunity to follow the manufacturing process of his designs first-hand. For LindDNA, producing in Denmark isn't just the first choice for practical reasons – it's part of the company's comprehensive vision of sustainability.
Uncompromising sustainability
Against a backdrop of increasingly scarce resources and the climate crisis, recycling is more important today than ever. The typical "take, use, throw away" cycle of consumer society is being called into question. Economic models such as the circular economy focus on closing material loops to reduce the use of resources. This is exactly where LindDNA comes in.
Made from recycled leather, the brand's designs give offcuts from the furniture, bag and shoe industries a new purpose. OEKO-TEX certified and vegetable-tanned, the leather offcuts are of the highest quality. Mixed with 20% natural rubber from trees, the recycled leather offers all the advantages of conventional leather.
And by the way: convinced of the exceptionally high quality standards of its sustainable placemats, LindDNA has offered a lifetime guarantee on all its placemats since 10 October 2020.
LindDNA is continually expanding its product range, with a focus on honest materials and clear design. Whether steel, wool or oak, all its resources are sourced directly from Europe. Carefully selected, the individual materials work together in harmony.
The zero-waste strategy
The young brand is known for its recycled leather, but it also stays true to its sustainable principles behind the scenes. It has made it its mission to create as little waste as possible.
While other goods travel the world in shipping containers, LindDNA strives to handle the entire production process in local workshops. Here too, it manages to give surplus resources a new purpose. Its packaging is made from recycled sawdust sourced from local sawmills. The untreated wood fibres are biodegradable and compostable. Where possible, its main products are shipped without pre-packaging.
"Our main goal in production is to eliminate toxic waste that poses a threat to the environment." – Preben Lind
Looking ahead to an environmentally friendly future
The company has already received the "Børsen Gazelle" award three times, putting it among the fastest-growing companies in Denmark. Progress is in its nature. Having outgrown its old premises, the company is planning a new headquarters – with solar panels on the roof and charging stations for electric cars firmly in the plans.
LindDNA challenges not only our ideas of aesthetics and craftsmanship but also our awareness of sustainability. We're looking forward to seeing more products from this young design company!
