upworthy

Sustainability

Badge
Pura
Pura Fragrances
Justice

Walking Alongside Martu: A journey with one of the world’s oldest living cultures

Pura’s inaugural impact collection honors both sacred traditions and sustainable futures.

James Roh
True

In a world driven by speed, efficiency, and immediate results, it’s easy to forget that lasting change is built on trust. Real impact doesn’t come from rushing toward an end goal or measuring success through lofty metrics. It comes from falling in love with the problem, building a community around it, and sharing a vision for lasting transformation.

Pura, the smart home fragrance company that marries premium fragrance with innovative technology, recently launched its inaugural impact collection with K Farmer Dutjahn Foundation (KFDF) and Dutjahn Sandalwood Oils (DSO). The Pura x Dutjahn partnership began with a clear purpose: to source a sacred ingredient directly from its origin while honoring the land and the people who’ve cared for it. Our goal wasn’t simply to find sandalwood — it was to find a community and an ingredient that embody exceptional land stewardship, ethical harvesting, and transformative, community-led impact. After careful research and over three years of development, we saw an opportunity to secure a premium, luxurious ingredient while supporting a regenerative supply chain that invests in Indigenous-led education, economic opportunity, and land stewardship.

James Roh

Over the past several years, we’ve walked alongside Martu, an Indigenous tribe from the vast Western Australian desert. Martu are one of the oldest living cultures in the world, with a history spanning 60,000 years. As nomadic hunter-gatherers, they have unparalleled ecological knowledge, passed down through generations, making them the traditional custodians of the land. Their approach to sandalwood harvesting isn’t driven by market demand but by a deep respect for seasonal rhythms, land health, and cultural law. Their work adapts to the environment—whether it’s “sorry time,” when mourning pauses activities, or the harsh desert conditions that make travel and communication difficult. Martu operate on Martu time, a deliberate rhythm shaped by millennia of experience, far removed from the rapid-swipe, hyper-productive pace of Western systems.

Martu’s ecological knowledge isn’t documented in baseline reports. It’s lived, carried in stories, and practiced with rigor and respect for the changing needs of the ecosystems. True partnership means unlearning the typical approach. It means standing beside—not in front—and recognizing that the wisdom and leadership we need already exist within these communities. Our role isn’t to define the work, but to support it, protect it, and learn from it.

James Roh

Tonight, as I spoke with Chairman Clinton Farmer and the KFDF team about our focus for this piece, I learned that Clinton’s truck had broken down (again), leaving him to “limp” back to town from the desert at low speeds for hours and hours. He had been awake since 3:00 a.m. This is a common and costly setback, one that disrupts the harvest, demands days of driving, and brings real financial and emotional strain. These barriers are relentless and persistent, part of the harsh reality Clinton and his community face daily. It's easy for outsiders, detached from the reality on the ground, to impose rules, regulations, and demands from afar. Rather than continuing to impose, we need to truly partner with communities — equipping them with the resources to operate sustainably, avoid burnout, and protect the very land they love and care for. All while they endeavor to share these incredible, sacred ingredients with the world and build an economic engine for their people.

There is much to learn, but we are here to listen, adapt, and stay the course. The future we need will not be built in quarterly cycles. It will be built in trust, over time, together.

To learn more about the partnership and fragrances, visit Pura x Dutjahn.

Related Articles Around the Web
indigenous people
Sustainability

Mother and daughter duo transform their boring backyard into a breathtaking plant paradise

They also show how just about anyone can easily do it themselves.

TikTok

"Here's the story of how we created a lush habitat garden."

Nature is healing. After a century of rampant urbanization—deforestation, invasive species, paving paradise and putting up a parking lot—we’re finally coming back to our roots. In Southern California, a mother-daughter design team is leading the way, teaching the public and their clients how to transform ordinary outdoor areas into extraordinary plant sanctuaries. In a viral TikTok video, Donna and Caitlin Whelan demonstrate how they created a lush habitat garden out of an ordinary backyard. It’s captured the hearts of green-thumbed viewers and offers an inside look into the process of eco-friendly landscaping.

Trust the process

Donna and Caitlin run Whelan Design House, a boutique interior design firm that specializes in high-end projects. Drawing on their combined talents and impeccable taste, this mother-daughter team create beautiful living spaces with a human-centered approach. Their commitment to healthy environments shines through in their design philosophy. As they state on their website, "Our world is full of synthetic materials, but we believe there are other options. We guide our clients toward sustainable and environmentally respectful choices and away from chemical-laden fabrics and unhealthy materials."

grass, backyard space, bare, old, before pictureWhere we started.TikTok

Which brings us to the viral backyard renovation. This was more than just a design project: it’s a masterclass in the power of family bonds and environmental innovation. The 18-part video begins with a plain, unremarkable yard. “This is how it looked when we started,” they write. “The grass wasn’t providing anything for the local [ecosystem], and it required way too much water to maintain.”

America has a “perfect lawn” problem. Dreams of white picket fences and a manicured lawn have driven the country into a “green, monoculture carpet,” and our human-dominated landscape is no longer equipped to support functional ecosystems. Like everything else in life, our front lawns do not exist in a vacuum. Everything, from the trees to the flowers to the grass to the soil, all work harmoniously to create a thriving home for insects, birds, and other wild creatures. But when native species are replaced with alien ones, these exotic plants disrupt the flow of life, wreaking havoc and degrading the natural habitat.

So, Donna and Caitlin tore it up. All of it. They removed the neatly cut grass and trees from unknown origins. Ripped up swaths of concrete (“concrete suffocates the soil, preventing the growth of microbes that are essential for healthy soil,” they write).

after photo, pebbles, backyard, green space, oasisParadise in the backyardTikTok

California’s natural beauty

Once the land was returned to ground zero, Caitlin and Donna got to work, replacing the non-native species with ones that were suited to the environment. “Native plants are adapted to the timing of the seasons, harshness of the weather, and water availability of the particular area they evolved within,” describes Defenders of Wildlife, a premier U.S.-based conservation organization. “They are also typically adapted to surviving local pests and, therefore, do not need chemical pesticides.”

So, the dynamic duo began anew, carefully planning and selecting the right plants. They chose drought-tolerant flora that was either native to the area or regionally appropriate, like the wattle-leaf acacia, whose delicate yellow blooms and fern-like leaves added a wonderful splash of splendor to the landscape. Plus, it’s known for its resiliency and minimal water needs—an especially crucial component in Southern California, where droughts are unfortunately quite commonplace. The orange-hued apricot mallow, another star of their garden, brings another pop of color and radiance and attracts butterflies to the space. “The flowers smell like honey,” write the Whelans.


nature. yard, large plants, makeover, native plantsWelcome to Whelan Design House.TikTok

Beyond the lush wildlife, the mother-daughter team also drew upon their impressive art experiences to design the garden of their dreams. They installed a lovely wooden bench, shaded beneath a Palo Verde tree. Small tables that look like sculptures dot the yard. Rustic Saltillo tiles, made of gorgeous terracotta, were used to create a mosaic patio floor. Suddenly, everything clicked. The resulting space is nothing short of awe-inspiring: truly one with nature.

Comments flooded in, with viewers praising Donna and Caitlin for their work. “You created your own slice of paradise while considering the wildlife and native plant species. I’m in awe,” someone wrote. “Thank you for planting native plants in CA, it’s so helpful. So many people buy houses here and plant non-native plants,” another user replied. Their viral TikTok even motivated some to rethink their own backyards. “My house is also a small older Spanish-style with a big backyard,” writes another. “This just inspired me to take action. Even my patio is just like yours, it’s coming down now lol.”

Change is always possible

Tired of mowing the grass and applying harmful pesticides? There are countless ways to incorporate native vegetation into your life, whether you have sprawling acres or a simple, small plot out front. For those interested in following in the Whelans’ footsteps, here’s what you need to know about starting your own native plant oasis:

  • Take stock. Before planning your beautiful new garden, examine your surroundings and evaluate what makes this particular area special and unique. How much sun does the yard typically get? Does it snow here? What’s the elevation like? Is the soil drainage poor?
  • Research, research, research. This is a great excuse for an excursion and to explore your local surroundings! Find a park near you with native plants or a botanical garden. Really get to know your local ecosystem—every region has its own personality and specific native plants that are meant to thrive there.
  • The fun part: Shopping spree. Find a nursery that specializes in native plants. And be curious! Ask questions, like “Where did this plant come from?” “Do I need to fertilize it?” “What soil and soil pH is best?” To create a native plant garden is to become a steward of the land, and the more information you know, the better.
  • Don’t stress. Caitlin and Donna are professionals. You don’t need to transform your entire backyard overnight. Start small, beginning with just a section of the garden. This will take time. In fact, the Whelans note, “patience is incredibly important. The beauty of [the garden] reached new depths with time and only time.”

yard, table, backyard, oasis, makeoverBeauty is possible!TikTok

By choosing native plants and working with nature rather than against it, the Whelans remind us that environmental stewardship is always possible—and can even start in your own backyard. With some careful planning, the correct plants, and an eye for design, anyone can take a step towards contributing to a natural, thriving ecosystem.

From Your Site Articles
gardening
Sustainability

Former Levi's CEO Charles Bergh settled the debate on how often you should wash your jeans

"We don’t need to wash jeans as often as most people think we do.”

via Levi Strauss and Ricardo Gomez Angel/Unsplash

Levi's CEO Charles Bergh settles the jean washing debate

Social media has become a fertile breeding ground for conversations about hygiene. Whether it’s celebrities bragging about how little their family bathes or battles over how often people should wash their sheets or bras.

One of the debates that gets the most diverse responses is how often people wash their denim jeans.

Denim atelier Benjamin Talley Smith tells Today that jeans should be washed "as little as possible, if at all.” Laundry expert Patric Richardson adds they should be cleaned “after nine or 10 wearings, like to me, that is the ideal." At that point, they probably have stains and are "a little sweaty by that point, so you need to wash 'em," Richardson says.

Still, some people wash and dry them after every wear while others will hand wash and never hang dry. With all these significant differences of opinion, there must be a correct answer somewhere, right?

The former CEO of Levi Strauss, Charles Bergh, has stepped up to set the record straight on when and how to wash your jeans. He caused a stir in 2014 when he said he only washes his jeans once a year, but it was for environmental reasons more than hygiene.


He later clarified his thoughts in a blog post, “The Dirty Jean Manifesto” he posted to LinkedIn.

“I made this provocative statement because I believe strongly in what our brands stand for: quality, durability and lasting products made sustainably. I also said it because I believe we don’t need to wash jeans as often as most people think we do,” Bergh wrote.

"We learned that an average pair of jeans consumes roughly 3,500 liters of water — and that is after only two years of use, washing the jeans once a week," Bergh wrote. "Nearly half of the total water consumption, or 1,600 liters, is the consumer throwing the jeans in the washing machine. That’s equivalent to 6,700 glasses of drinking water!"

To add to the problem, denim jeans are often manufactured in places where water is scarce, such as India, Pakistan, Mexico, China and parts of California.

Bergh recently spoke with CNBC’s Christine Tan and clarified his thoughts on jean cleanliness.

“True denim heads, people that really love their denim, will tell you to never put your denim into a washing machine. So that’s what I do,” Bergh explained. “If I drop some curry on my jeans, I’m gonna clean it. But I’ll spot-clean it. And if they get really gross you know, if I’ve been out sweating or something and they get really gross, I’ll wash them in the shower.”

However, when Bergh washes his jeans in the shower, he does it while wearing them and washing them with soap. The image that the scene conjures is of a cowboy bathing in a cartoon, clothes on and all.

There are a lot of different opinions on how often one should wash and dry their jeans and many of them boil down to personal preference. But the debate on the topic has brought up one very big point we should all consider: when choosing how often we wash our jeans, a big part of the decision should be considering the amount of water we use.

This article originally appeared two years ago.

From Your Site Articles
life hacks
Love Stories

Newlyweds land paid job living for free on gorgeous, uninhibited Irish island

They beat out 80,000 other applicants for the job of a lifetime.

Camille Rosenfeld; Alice Hayes

It's their dream of a lifetime.

What’s your dream job? President of the United States? A famous influencer with millions of followers and brand partnerships? A former NBA player who now cruises the airwaves with his besties, à la Charles Barkley? No? Well, what about this: Moving to a remote, uninhabited island in Ireland where there’s no running water, no hot showers, and no electricity? Sound enticing?

While that may not exactly sound like “heaven” to most folks, for newlywed couple Camille Rosenfeld (26) from Minnesota and James Hayes (37) from Tralee, Ireland, this version of the island life is exactly what they signed up for. From April 1 to September 30, the newlywed couple will become the caretakers of Great Blasket Island, a remote and uninhabited island off Ireland’s coast in the Atlantic Ocean.

stone homes near the ocean The beautiful, brutal Great Blasket IslandGreat Blasket Island

Once there, they’ll be trading modern conveniences for candlelight and the constant company of seagulls—an existence not terribly dissimilar from the one depicted in Robert Eggers’ 2019 movie, The Lighthouse—and the couple couldn’t be more delighted.

“Oh my gosh…it seems like such a dream come true,” Rosenfeld gushed to CBC Radio. “You wouldn't even think it would be a possibility. We feel really lucky that we were chosen.”

But make no mistake: this is not a vacation. Like Jack Torrance in The Shining, Rosenfeld and Hayes will become Great Blasket’s live-in caretakers, tasked with attending to the principal island of the Blaskets in County Kerry, Ireland. They will live in a small stone house on a windswept hill overlooking the gray, stormy seas at night. By day, they will run five holiday cottages and a coffee hatch for day-trippers visiting the island. “I genuinely think we will fall in with the rhythm of our new life and sense of freedom,” said Hayes, who has been to the island once before. “We won’t have the responsibilities of our jobs or day-to-day life, so it’s a chance to live a simpler life.”

“It looks like something from The Wizard of Oz”

Located about a mile off the Dingle Peninsula in County Kerry, Great Basket Island— or in Irish, An Blascaod Mór—is a place of stunning natural beauty, where emerald hills glisten and below the cliffs lie sparkling turquoise waters. “It’s just so green, the greenest grass you’d ever see,” Rosenfeld said. “During a few weeks in the summer, there’s these beautiful purple flowers that bloom all across the fields. It looks like something from The Wizard of Oz.”

seals on beachHello, seals Start Travel

Once a flourishing fishing and farming outpost, Great Blasket Island was previously home to a tight-knit Irish community. For centuries, residents ate wildly caught fish and rabbits and harvested potatoes. In its heyday, the island nurtured a vibrant literary culture, with voices like Peig Sayers, Tomás Ó Criomhthain, and Muiris Ó Súilleabháin immortalizing the raw beauty and hardship of life there. However, by 1953, the island’s remaining inhabitants were forced to evacuate due to dwindling numbers and the lack of emergency services there during storms. Now, the island is a living museum of Gaelic heritage and a place where wildlife thrives.

While the island may not have many humans these days, Great Blasket Island is home to a great number of marine life: Gray seals (also known as “horseheads”) are the island’s star attraction, with their short flippers and hidden ears (gray seals lack ear flaps). During the late spring, thousands of gray seals come to Great Blasket to congregate, where they can be spotted among sharks, dolphins, whales, and seabirds. “We have no fears of anything around island life, not even the large number of seals that make their home on the beaches there,” the couple said. “We will deal with any issues as they come along.”

Landing the job

Billy O’Connor and his wife, Alice Hayes (no relation to James), who own the small collection of holiday cottages Camille and James will soon oversee, first advertised the live-in position in 2020. Initially, they were awash with over 80,000 applicants. Now, for their own sake, they’ve capped the number of applications to a mere 300. To deter hopefuls looking for a pleasant holiday, Billy and Alice try to stress the grueling nature of the job: “First, we try to put them off because if anything, it is quite romanticized,” says Alice. “But during the season, it can be quite intense for the caretakers. Most people, when they finish work, go home to their safe haven and relax. But I often say to people going out there that they won’t have that. You close the half-door where you were serving coffee, and you are home.”

Camille and James, on the other hand, are excited to trade a life in the fast lane for one that's much simpler. The two met in 2021 at the Burren College of Art, where Hayes was in residency as a visual artist, and Rosenfeld was studying abroad at the Rochester Institute of Technology, where she studied art and business. They’d actually applied for the caretaker position the year before, but the timing didn't work out because of their scheduled wedding.

couple, selfie by the waterMeet your new stewardsCamille Rosenfeld

When they reapplied the following year, Alice and Billy were ecstatic. "When we saw that Camille and James had applied again for the positions for this year, we were delighted as they are just so enthusiastic and committed to outdoor life," says Alice.

Stewardship: A growing interest in Europe

Besides being an excellent adventure for a newlywed couple, this hands-on approach to land stewardship is part of a growing trend in Europe. Land stewardship is increasingly being recognized as a practical and rewarding tool for nature and biodiversity conservation, often found at the intersection of environmental protection and sustainable economic practices. In the United Kingdom, for example, such land trusts play a significant role in managing protected areas and sites of natural importance. Ahead of their new jobs, Camille and James reflect on the part they’ll play in this larger context. "I think both Camille and I feel that we have been living our lives on aeroplanes travelling over and back to the US and out of suitcases with no set familiarity to our lives over the past three years and longer," James explains. Camille adds: "It will provide the time to take stock, immerse ourselves in island life and start the next chapter or new book of living our lives together in one place.”

From Your Site Articles
nature
Trending Stories