Founded by an underwater photographer

Zena Holloway has worked as an underwater photographer and director, appearing in publications such as National Geographic, GQ, FT, and The Sunday Times, as well as creating global campaigns for clients including Nike, Pepsi, Speedo, Sony, and Greenpeace. (www.zenaholloway.com)

She has observed the effects of environmental damage on our oceans firsthand, from coral bleaching to plastic pollution, which ignited her curiosity in materials science and then bio-design. After constructing a fungarium in her basement to study mycelium, she discovered the complex root system of a willow tree in her local river. What if we could steer plant roots, as they grow, to craft ethical and responsible materials?

The idea took root and grew into the foundation for Rootfull.
Holloway now cultivates root materials and leans on her background to form contemporary lighting and artefacts that echo the forms and textures of marine life.