Can you combine business with caring for the planet, and running a company with daily meditation? Joy Vasiljev, the founder of The Organic Company, proves that you can. In an exclusive interview with FormAdore, Joy told us about ecology and the power of simple, beautiful objects.
Joy Vasiljev founded The Organic Company in 2007 in Denmark, to create beautiful, functional home textiles with respect for nature and people. The brand is known for its minimalist design and products made from 100% certified organic cotton.
What is your favorite The Organic Company product?
Everyday napkins. Although it's just a small piece of organic cotton, it makes a world of difference. Every time such a napkin replaces disposable paper towels or paper napkins, it saves a small piece of a tree that should remain in the ground. Besides, I like to set the table with them and discover how they change the arrangement and what meaning they give it.
What does the slogan It Matters, printed on one of The Organic Company bags, mean to you?
I believe that every step, no matter how small, matters. If each of us replaced one bad habit (like using disposable products), we would change a great deal. We – ordinary people – have immense power when we collectively follow a better path.
Every The Organic Company product must meet one of three criteria: satisfy a need, solve a problem, or elevate a category. How does this work in practice?
We believe that all companies should ask themselves these questions before creating another 'new' product – just to launch another new thing on the market. Our planet is drowning in trash, poorly made products, and fleeting trends. That's why at The Organic Company, we've set the bar high for ourselves. We want to focus on our customers' real, not fabricated, needs. We create functional, everyday, timeless items that will last a long time. We are proud that we are not constantly introducing new products. We focus on refinement and designing at a slow pace.
What small, daily change can help us live more consciously and feel closer to nature, even if we live in a big city?
Definitely giving up disposables. Buy fewer things, of better quality. And organic! Whether you live in the city or not – remember that your consumption leaves a footprint. Being close to nature is a choice and a priority. The year 2025 calls for reconnection – with oneself, with others, and with nature.
What are the most common examples of greenwashing that consumers should watch out for?
Check if the company actually has a GOTS certificate (GOTS, or Global Organic Textile Standard, is the world's leading standard for certifying textile products). You can check this on the official website, where you will find an open database of all companies that have received the certificate.
What does luxury mean to you?
Luxury is quiet getaways with morning meditation, yin yoga, healthy organic food, slowing down in a nice and cozy environment.
Is there any object or place in your home that holds special meaning for you?
Yes, it's my meditation spot, which I set up in the living room. It consists of a meditation mat and two cushions from The Organic Company, made from organic cotton. These items and this place symbolize something important in my life: balance.
For many people, it's hard to imagine a company director who meditates regularly – leaders are usually associated with strength and toughness.
Such logic is an outdated system that creates more sick than happy people and destroys nature. A regenerative approach, or Regenerative Leadership, is a return to connection and active hope. Connection with oneself, with others (including organizations), and with nature. Active hope, in turn, is acting in accordance with what one believes in.
If you could lead a completely different life, what would you do?
I would be a small-scale organic farmer, mainly growing herbs for fresh herbal teas. I would probably still run The Organic Company, because I love what I do – and our planet still needs fixing.
Even more nature
