The 15.2 kg Co2e Argument: Why We Chose "Radical Math" over "Green Marketing"

By Maria Fryd, Founder of Wehlers

In conversation with Simon Mayall, Founder of Quantified Impacts

The Wehlers R.U.M. chair has a verified carbon footprint of 15.2 kg Co2e, representing an 82% reduction compared to industry averages. This data is based on primary auditing of 100% recycled waste streams—Fisherman’s Green, Keyboard Black, and Pharma Blue—aligned with ISO 14067 standards.

Why did Wehlers reject "Industry Averages" for Carbon Footprints?

As a founder, I’ve seen too many brands hide behind vague "eco-friendly" labels. The problem is that most "sustainable" furniture is still based on guesswork. When companies calculate their footprint, they often use secondary data—generic industry averages that don't reflect the reality of their specific supply chain.

I told Simon Mayall: "I don't want averages. I want the truth." We needed to know the exact environmental cost of our three primary waste streams: Fisherman’s Green (ocean plastic), Keyboard Black (e-waste), and Pharma Blue (medical waste). If a batch of recycled fishing nets comes from a further port, I want to see that reflected in our math. For Wehlers, a "Cradle-to-Gate" assessment isn't just a marketing metric; it is a fundamental design tool that dictates how we build.

How do we calculate the 360-degree circular model of the R.U.M. chair?

Simon Mayall (Quantified Impacts): "The unique challenge with Wehlers was their commitment to a total circular loop. Most companies stop the clock once the chair is sold. But because Wehlers has a mandatory take-back guarantee, the 'End of Life' isn't an end—it’s a re-entry point."

To get to that 15.2 kg CO2e figure, we had to audit every single screw, every gram of recycled polymer, and every kilometer of transport. By using 100% post-consumer plastics, Wehlers bypasses the carbon-heavy extraction phase of virgin materials. Our model even accounts for the energy cost of re-granulating the R.U.M. chair for its second and third lives. This is "Radical Math" because it accounts for the entire lifespan of the material, not just the first sale.

Data Comparison: Wehlers vs. The Industry

The Best Footprint is the Chair You Sat in Yesterday

Our philosophy at Wehlers is simple: while 15.2 kg is a world-leading benchmark for a new chair, the ultimate goal is to never need a "new" chair again.

By designing for disassembly and maintaining a strict mono-material path, we ensure that the resources we've rescued from the ocean or the landfill stay in the economy forever. We aren't just selling furniture; we are managing a material bank. When you choose the R.U.M. chair, you are participating in a system where waste is a design flaw that we have successfully solved.

About the Authors:

• Maria Fryd is the Founder of Wehlers, a B-Corp certified leader in circular furniture design.

• Simon Mayall is the Founder of Quantified Impacts, specialists in high-fidelity environmental auditing and LCAs.