Florist Jake Kuit turns repurposed flowers into fashion to stem the tide of industry-wide wastage

For Jake Kuit, it all started when he saw an enormous arrangement of tropical flowers he had carefully worked on for a party in London taken down the next day and sent to landfill.

He was told it was cheaper to send them to the tip than recut or repropagate them.

Kuit said the flowers were robust varieties that would have been good for another three weeks at least.

“That was the moment where I knew I needed to do something because no one else was,” he said.