Vegan and cruelty-free hair and bodycare amenities brand Sop is launching a new environmental initiative to connect consumers to the Norfolk landscape, the place that inspires the scents it creates.

Conservation X Conversation (C X C) will begin with beach clean-ups, with plans to expand over time to include other community-driven efforts to protect wild and urban spaces and ignite conversations.

Founder Fiona Burrage says: "We want people to learn to leave the landscape a little lighter, one clean-up and conversation at a time. We’re making our clean-ups as low-impact as possible by using litter pickers, bag hoops, and beach clean bags made by Waterhaul from repurposed ocean waste."

As a wellbeing brand, Sop endeavours to tread lightly as a business too, from ingredients and practices to supply chain partners. Born out of a love for the Norfolk landscape, it’s always been vital to the business to champion its preservation. It already supports the Norfolk Wildlife Trust and SUGi rewilding projects, creating bio-diverse forests.

Starting on the Norfolk coastline, C X C’s first few events are being held in tandem with national charity Mental Health Swims, so volunteers of all ages can benefit from a revitalising dip and a short yoga flow before getting stuck in and cleaning up the beach.

The community is being encouraged to suggest landscapes, both urban and rural, where C X C can focus its attention next. Fiona says: "Everywhere we clean, we’re recording how much and what we collect. And we’re exploring how certain items can be repurposed. Some of the more unique litter has included socks, pants and even an oven shelf!"

To find out more and get involved:

http://instagram.com/sop__cxc/

https://sop.life/blogs/notes/tagged/cxc