Imagine Project sets out to cut waste in the industry by renting rather than selling bikes, which can then be returned and refurbished when the child outgrows them
The idea had been nagging at her for years, but Isla Rowntree went to the ends of the earth before she was finally ready to go ahead with something she hopes will revolutionise the way the bicycle industry is run.
This is the Imagine Project, currently being developed by Rowntree’s eponymous firm making children’s bicycles, Islabikes. It offers a simple but hugely innovative solution to reducing waste – bikes will be rented to customers rather than sold, and returned to the factory for refurbishment when their young rider outgrows them.
Source: Guardian Environment