After spent a month traveling around Asia, Krista (one of the founders) came back broken-hearted - the plastic pollution she experienced there had left a lasting effect on her.
She started to rethink her habits and decided to cut down her own plastic use. Giving up plastic grocery bags sounded like an easy first step. Unfortunately, she continuously forgot her reusable tote at home and found herself in a shop with just a wallet in hand.
Until one time it hit her: the wallet! She never left home with it and it was always with her when she went shopping.
She started to look for a wallet that would also function as a shopping bag. Unable to find one, she and her business partner Ieva created GENECIE - a tasteful wallet with a built-in tote. And a revolutionary goal to reduce plastic waste.