As designers, we’re constantly told to chase sustainability. But sometimes, the most responsible thing we can do is pause—and question.
Is turning wheat into water bottles really a climate solution?
Are we reducing waste, or just rebranding it?
And if demand spikes, will we end up farming wheat not to feed people, but to manufacture “eco-products”?

But then there’s S’wheat, a company that doesn’t just anticipate those critiques—it embraces them.