Matt Dusting’s M-24

Farmer’s son Mat Dusting has catapulted onto the up-cycling scene, his innovative use of lorry tarpaulins and reclaimed seatbelts grabbing the attention of ski and snowboarders.

Since obtaining an initial Prince’s Trust start-up loan for £2,000, Mat’s business is now working at full capacity to meet orders – operating entirely out of an 8 mile radius in the British countryside.

Other funding bodies have sat up and taken notice too: Mat has also been awarded a local council grant for reducing landfill, Shell LiveWIRE’s Grand Ideas Award, and a bursary from South West Manufacturing for new product development.

While growing up on his father’s farm, Mat discovered that the discarded lorry tarpaulins that were used to transport produce were either dumped in landfills, or burned. He discovered ways to clean and re-use the product – ‘upcycling’ – and M-24 was born. Mat has created a stylish product that is 100% waterproof, with a retro aesthetic.

Launched at the national Ski and Snowboard Show at Earl’s Court in 2012, the business has thrived ever since. Initially focused towards winter sports fans, M-24 is now attracting the attention of the design and fashion world, with a recent market stall at London’s Spitalfields Market and a week-long pop-up shop on the King’s Road, funded by StartUp Britain.

The lorry tarpaulin used is durable, weatherproof and designed to withstand punishing long journeys but few see the material when it’s cleaned and transformed into stylish and functional items. Each piece, handmade in Somerset, is completely unique.



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