Good Human Minnie Piccardo from Urth.
Welcome to the Good Human Series, a space where we celebrate the good in humanity by sharing the stories of impact focussed individuals making a positive change in the world through their work.
Today's Good Human is Minnie Piccardo from Urth. Urth is a community of creators inspired by Earth, and for it.
Founded in 2014 on a two-year road trip from California to Patagonia — founders Christian and Chris formed a deeper connection with nature, and met their third founder, Minnie, along the way.
Their mission is to create a better future for the planet, and its next inhabitants. Founded on the principles of sustainability and conscious design, they believe creativity can be a driving force for meaningful change and environmental regeneration.
In their commitment to making a 10x greater positive impact on the planet, Urth makes products using low-impact materials, and plant trees in areas of severe deforestation with every item purchased.
And so Urth was founded as a way to reconnect everyone with their creative nature. Because when you connect with your creativity, you connect with nature. You find your purpose.
Minnie wears the Slouchy Hemp Tank and Farrah Jean.
OD: Tell us how it all started. Where did the idea come from to turn your passion into a business and something you could share with the wider community?
M: It all started when I crossed paths with Christian and Chris while they were travelling through Latin America, discovering the world, taking photos and making Pacifico Film. It was during this journey that the seed of an idea to create Urth was born.
It all happened very organically. I initially lent on my design and storytelling skills to develop this concept as it was beginning to take shape; and later on joined them when they returned to Australia. We worked tirelessly out of the Melbourne Public Library, pouring our hearts and souls into this project — it was just the three of us for three and a half years.
Minnie showcasing some of the products available on au.urth.co
OD: Who or what do you credit as your greatest teachers? Where did your passion for photography first come from?
M: I have been fortunate to have many great teachers and sources of inspiration throughout these years. Two of my biggest influences have been, of course, Christian and Chris. We’ve learnt so much from each other in the process of developing the brand from the ground up.
I also learn a lot from being in nature and visiting art galleries. Art and nature are very important parts of my life and I constantly draw inspiration from them.
In terms of my passion for photography, it first came from a love of storytelling and visual communication. I have always been interested in using visual elements to tell stories and create emotional connections with people. Photography is such a powerful tool for this, as it can capture a moment and evoke a feeling or an idea that words alone cannot. I also find photography to be a way to explore and connect with the world around me — to discover new perspectives and appreciate the beauty and diversity of nature and humanity.
Minnie, with her dog Fox, wears the Almond Slouchy Tee and Traveller Jean (coming soon).
OD: You mention on your site that Urth is a community of creators inspired by Earth, and for it. Can you tell us a little bit about what this means to you?
M: Nature is an endless source of inspiration for us at Urth. By drawing guidance from its beauty and complexity, we strive to design products that are both visually interesting and environmentally responsible.
We are passionate about inspiring others to embrace this connection to the natural world. There is so much to learn from our planet, and the more we promote this connection, the more people will understand the importance of protecting it.
OD: Urth has so far planted over 6,000,000 trees in areas affected by severe deforestation. Where are your trees planted, and why is this so important to you?
M: Every time an Urth product is sold, 5 trees are planted in deforested regions across the world. So far, we've had the privilege of planting over 6.5 million trees in countries like Madagascar, Indonesia, Haiti, Nepal, and Mozambique.
Reforestation has the power to transform entire communities, providing much-needed jobs, access to education, and a renewed sense of hope. By restoring degraded ecosystems, we're not only reducing the amount of carbon in the atmosphere, but we're also revitalizing entire regions and empowering the people who call them home.
We're excited to continue to expand our regeneration initiatives with our community to create a sustainable and thriving future for generations to come.
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Every time an Urth product is sold, 5 trees are planted in deforested regions across the world. So far, we've had the privilege of planting over 6.5 million trees in countries like Madagascar, Indonesia, Haiti, Nepal, and Mozambique.
Minnie wears the Slouchy Hemp Tank, Traveller Jean (coming soon) and Bucket Hat.
Urth camera strap available here.
OD: What is your favorite subject matter to shoot and why?
M: Personally, I get a lot of inspiration from mundane things that coincidentally look interesting or call my attention. I think you can make a story out of nothing. I like going through life noticing those things. I also really enjoy planning a campaign shoot for the brand and everything that that involves.
OD: Let’s get a little bit tech, tell us about your camera gear and what you love working with.
M: Christian and I mostly share a Leica M6 and a Chinon 3001 point and shoot film camera. We find that film allows us to slow down and appreciate the moment more, and the results are always exciting to see.
When we travel, we also carry a Sony A7 we have at work in case we want any digital images. Another classic for me is the Fujifilm Instax Mini 8. And of course, I also take a lot of photos and videos with my phone.
Each camera has its own strengths and limitations, and ultimately, the eye should be your most important tool. No matter what camera you are using, the power is in the story you’re telling.
Minnie wears the Jenny Shacket, Slouchy Hemp Tank and Traveller Jean (coming soon).
Urth camera strap available here.
OD: What’s next for Urth? Or what is your latest project (essentially, let us know what you’d like us to plug!) :)
M: We’ve been working on a new range of carry items launching soon. We’ve put a lot of love and attention and detail into them and are super excited to release them in 2023. They represent the perfect blend of form, function and the lifestyle we embody.
OD: What makes you hopeful?
M: Oh, I love this question! I’m an optimist, I find hope in many things — but I have this utopian dream that what we do will have a great impact on this world and humanity. I know it is a lot to ask, but I believe it. That gives me motivation everyday and keeps me hopeful when I wake up in the morning. This is my way of finding purpose.
To learn more about Urth work visit au.urth.co or connect with them on Instagram @urth
Then, we invite you to explore more of the Outland Journal, for more stories of humans doing good things.
Minnie, with her dog Fox, wears the Almond Slouchy Tee and Traveller Jean (coming soon).
We invite you to explore more of the Outland Journal, for more stories of humans doing good things.
"We’ve always seen business as a force for good and our approach to Thankyou when we first started still remains the same today - it wasn’t about starting a business that could also do some good in the world. It was about using business as a means to right a social injustice."
