Ep 34. From Wetlands to Wardrobes: What If Fashion Could Help Heal the Planet? with Julian Ellis-Brown
No Ordinary Cloth: Textile innovations in future materials, manufacturing and sustainabilityShow Notes
In this episode, we step into very different territory. We leave the factory floor and the chemistry lab behind, pull on our wellies, and head into the wetlands. Our guest is Julian Ellis-Brown, CEO and Co-founder of Ponda [https://www.ponda.bio/] — the biomaterials company turning wetland restoration into one of fashion's most exciting new fibres. We explore why wetlands are one of the most carbon-rich and biodiverse ecosystems on earth, why centuries of drainage have turned them from the planet's greatest carbon store into a significant carbon emitter, and how a farming practice called paludiculture is now allowing farmers across the UK and Europe to bring degraded wetlands back to life — while still earning a living from the land.
At the heart of Ponda's work is BioPuff — a plant-based insulation made from the seed fibres of the bulrush, designed to replace the goose down and synthetic polyester fills found in the puffer jackets and winter coats hanging in most of our wardrobes. Down raises animal welfare and traceability concerns, while synthetic fills are fossil-fuel derived — and BioPuff offers a genuinely carbon-negative alternative, traceable from plant to puffer, and landing in jackets on the market this autumn winter. Julian also shares details of Ponda's newly opened crowdfunding round — a rare opportunity to invest directly in a company regenerating real wetlands and reshaping one of fashion's most overlooked material categories.
What We Cover
* Why wetlands matter - Wetlands store 550 gigatons of carbon * Paludiculture — the farming model you've never heard of, and why governments across Europe are now backing it with billions * BioPuff — the plant-based insulation made from bulrush, grown on regenerated wetlands, that is set to land in jackets on the market this autumn * The carbon story — how BioPuff achieves a carbon footprint of -42.76 kg of CO2e per kilogram of product, making it genuinely carbon negative * From pilot plant to fashion runways — how Ponda went from a university challenge competition to collaborations with Stella McCartney, Berghaus and Parley for the Oceans * The crowdfunding round — why Ponda is inviting the public to invest in their mission, and how you can get involved * Julian's personal story — the moment curiosity about nature became a company, and what keeps him going
About our guest:
Julian Ellis-Brown is the CEO and Co-founder of Ponda, formerly known as Saltyco. Julian studied Innovation Design Engineering at Imperial College London and the Royal College of Art, where he and his three co-founders began developing what would become BioPuff. Ponda closed a $2.4 million seed round in 2025 and is now commercialising BioPuff for the global fashion market.
Ponda: Website [https://www.ponda.bio/] I Insta [https://www.instagram.com/ponda.bio/] I BioPuff sample [https://shop.ponda.bio/]
Crowdfunding round — register your interest [https://europe.republic.com/ponda/coming-soon]
Mili Tharakan: LinkedIn [https://www.linkedin.com/in/mjtharakan/] I Insta [https://www.instagram.com/noordinarycloth/] I Buy me a coffee [https://buymeacoffee.com/noordinarycloth]
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Recommended listening: Ep 29. Cotton, Soil & Solar: Re-imagining the "Quiet King" of Textiles
Cover art: Photo by Siora, Photography on Unsplash
Music: Inspired Ambient, Orchestraman
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