Rebecca Luke | ASAP Founder

I believe it with all my heart. Change is gonna and has to come. Sam Cooke’s song and lyrics have always represented for me an anthem of hope. Of triumph over adversity. This past year, this song has been resonating in so many ways for me. Not only with what has been happening in the world but also as I have worked to empty what was in my mind and share my vision regarding this passion project of mine.

When I started the Prequel of As Sustainable As Possible (ASAP) called Sustainable Style Foundation back in 2003 with a dear friend, we were so hopeful and thought everyone would just get it. We were enthusiastic, we made some progress, yet frankly, we were naive.

Well, it’s 2021, the world is in even more trouble and I am even more passionate about helping each of us see how easy it is to slightly shift our perspective, and make great change.

Evermore a believer in using the carrot instead of the stick, I am excited that we get to share with you the people and companies who are trying to do it right and doing well with it.

Since November 2019 this team has been dreaming of how to share the vision and prepping to share this beta site. We had no idea what was to come. And, yes cliche’ statement - the “silver lining” was our ability to use the time on our hands to really think through how to share this vision with you.

And, eep! I am so excited and this team couldn’t be more dreamy. Honestly, so hardworking and we are just in start-up mode with nothing but passion/compassion to drive us.

In the spirit of “transparency”, we debated for months what sort of business we should be. In the end, we decided to be a business vs a non-profit. Sustainability and Ethical Choices should be the norm. A normal way to conduct business. Therefore, we will show how this can be done and also be a trusted company by being clear about how we do business. We are a trusted resource because have the experience and we have shared on the site how we go about rating and evaluating. Think of us like any fashion magazine that features its editors' fav products. We have the same model. We are experts in the area of sustainability and design, and we are helping you vet choices so you can live a lifestyle that will change the world.

Please spend some time on this site and check out what our team spent months building for you. Read about the businesses and products that we believe are doing a terrific job. Then, click through and check them out.

ASAP represents for me, two decades of searching how to make a difference. “It’s been a long time coming…” My heart is on my sleeve. And, I would love to hear from you. Please reach out with thoughts, comments, ideas. We are truly here to help you navigate how to make sustainable and ethical choices while enhancing your world aesthetically. In order to do that, we will look to you to share your thoughts.

Our stand? We aren’t looking for perfection. No one is perfect. However, we can try to be As Sustainable As Possible™.