From environmental values to cycling gear — rooted in philosophy. The term “sustainable development” was coined during international conferences in the 1980s, eventually leading to the adoption of the “SDGs” by the United Nations in 2015. A decade on, even Japan—once slow to adapt—is finding that “eco-friendly” has become such a given, it’s almost a dead phrase. Today’s buzzwords have shifted from “sustainable” to “regenerative,” calling for an even deeper commitment. In a time when the planet is in crisis, consumer goods are overflowing, and the waste we see around us is overwhelming, the desire to say “But I still want to enjoy life” or “I still want to ride my bike!” resonates more than e […]