Young Dartmoor team leads the charge for sustainable fashion and environmental change

A clothing brand, established by a group of 15-16-year-olds as part of a school business project, has evolved into a dynamic organisation focused on environmental activism and the production of ethically and sustainably made clothing.

Based near Totnes and inspired by Dartmoor, Roots was founded in May 2024 by Lucas Brendon, Matt McEwen, Fyn Nadin, and Will Baker.

The group has strong ethical values with their not-for-profit brand, hoping to convey their commitment to taking matters into their own hands. 

They aspire to be a testament to driving meaningful change and inspiring others to collaborate in creating a more sustainable, ethical, and enjoyable world to live in.

Each member of the group holds an individual role: Lucas Brendon is Director and Head of Media; Matt McEwen is Head of Communications and Litter Picking; Fyn Nadin is Head of Clothing; and Will Baker is Head of Community Engagement.

Currently, the group has formed a recent partnership with the Dartmoor Preservation Association (DPA), marking a significant step in bridging the gap between youthful energy and established environmental organisations. 

This collaboration allows Roots to bring fresh perspectives and innovative approaches to the DPA's ongoing conservation efforts.

As part of this initiative, they have launched a Youth Dartmoor Art Competition to inspire environmental stewardship of the Dartmoor landscape.

In addition to their activism, Roots sells their own clothing range, which includes hats, bags, and other accessories. 

Their products are designed with sustainability in mind, offering eco-friendly alternatives for those looking to make more ethical fashion choices.

Matt McEwen, Head of Communications, emphasises the team's commitment to their cause: “We may be young, but we are no less passionate than anyone else about creating real change.”

Roots demonstrates that, when it comes to making a difference in our community, age is almost irrelevant. 

“We believe that partnering with organisations like the DPA is crucial for amplifying our impact and creating a more sustainable future for Dartmoor."

Roots is actively seeking to partner with other organisations aligned with their mission. 

They aim to infuse existing environmental efforts with youthful energy and creativity, fostering a collaborative spirit that benefits all parties involved. 

The group is eager to explore new partnerships to further amplify their reach and impact.

With their media skills, they also hope to convey the message of sustainability. 

“The climate crisis isn't a distant threat; it's burning our world right now. We're the first generation to feel its full impact and the last that can do something about it,” says Lucas Brendon, Director and Head of Media at Roots. 

“For too long, young people have been told we’re the leaders of tomorrow, but we can’t afford to wait. Roots is our way of saying, ‘Enough is enough.’ We’re not just talking about saving the planet; we’re taking action today to build a sustainable future for everyone. There is no planet B.”