James Dutton

In 2016 James Dutton found a gap in the marketplace after his son had an adverse reaction to a common wound dressing. This gap turned out to be a significant portion of the global population amassing to roughly 25% of the market who experience similar reactions to that of his 2-year-old son.

With sheer will to make a positive impact in this somewhat stagnant marketplace, James Dutton took on some of the biggest companies in history in pursuit of making a truly ‘better for you, better for the planet’ alternative.

From grass roots starting in the home garage, he has grown this simple concept into a global multi-million-dollar business, created one of the most recognised eco-brands of this age and helped to set the path of change for consumerism. It is also one of the only products in the world that has been tested as clear from cancer causing materials.

James champions the ‘shop wisely’ movement in belief that ultimately it is the consumers that will steer the course of change into the future.

James Dutton is a Board member of Frontiers, a Member of the American Sustainability Council and Member of the Climate Collaborative USA.

His numerous accolades include; 2019 winner Telstra Victorian business of the year; 2019 runner up Telstra National award. In 2022, James was the National Judge for the National Telstra business awards for the Sustainable category. In the same year James was honoured as an International Gold Award winner in The 19th Annual International Business Awards® for Entrepreneur - Consumer Products.