About London · 3 people · est. 2024

Make the
sustainable choice
the easy one.

Why we exist

The information
exists. It's just in
the wrong place.

Sustainability data for fashion is everywhere and nowhere. It sits in 80-page PDFs, in opaque ratings nobody trusts, in marketing copy that says everything and means nothing.

Meanwhile, the decision that matters (buy this, buy that, buy nothing) happens in the few seconds between landing on a product page and adding to cart.

We think that gap is the problem. Not awareness. Not intent. Friction.

GreenStar is our attempt to close it. A rating that meets you where you already are, on the product page. A score that shows its working. A better option, if a better option exists.

The team

Three people.
One signal.

A small founding team with complementary obsessions: product thinking, deep sustainability expertise, and the engineering to make it all work in a browser.

Founder Kayyan Previously at Morgan Stanley, where he worked on quantitative sustainability rating models in Fixed Income ESG Strategy & Research. Started GreenStar to close the gap between what gets modelled for investors and what gets shown to shoppers.

NowFounder, GreenStar
PriorMorgan Stanley · Fixed Income ESG Strategy & Research. Quantitative sustainability rating models.

Lorenz, Founding Sustainability Specialist

Founding Sustainability Specialist Lorenz Works in commodity ESG ratings at S&P Global. Designed the 7-component brand framework and shaped the way we hold opacity accountable when data is missing.

NowFounding Sustainability Specialist, GreenStar
Day jobS&P Global · Commodity ESG Ratings. Sector-level methodology and coverage.

Founding Engineer Aru Full-stack engineer with a background in browser extensions and real-time data pipelines. Built the scraper that reads any retailer product page and turns it into structured signal.

NowFounding Engineer, GreenStar
PriorBrowser extensions & real-time data pipelines. Owner of the scraping & extraction stack.

Roadmap

Where we've
been. Where next.

Short timeline of what we've shipped, what's in flight, and the horizon. Updated as milestones land.

NOV 2024 Phase 00 Concept validated. First sketches of the product + brand scoring model. shipped
Q3 2025 Phase 01 First scraper prototype. Reads any retailer product page and extracts the signals we score on. shipped
JAN 2026 Phase 02 Brand-rating framework finalised. Seven equal components, transparent weights, published sub-scoring. shipped
FEB 2026 Phase 03 Opacity penalty integrated. First 100 brands rated. Internal dogfooding with early testers. in progress
MAR 2026 Phase 04 Private beta opens. MVP Chrome extension plus Safari port. You are here. next
Q2 2026 Phase 05 Alternative-suggestion engine goes live. Style plus colour plus price plus score matching. next
H2 2026 Phase 06 Public launch. Dashboard product for fashion brands. UK first, Europe-wide by year end. horizon

Principles

Four non-negotiables.

The internal compass. What we'd rather not ship than compromise on.

/P.01 Quiet, not loud We don't interrupt your purchase. No modals, no pop-ups, no guilt trips. One click, in your control, always. UX
/P.02 Show your working Every score is fully traceable. Click through to see the components, the sources, and the gaps. Data
/P.03 Reward transparency Brands that disclose clearly score higher. Opacity costs points. We hold the industry accountable for what they choose not to say. Values
/P.04 No dark patterns We don't hide the downsides. We don't dress up weak data as a strong score. Ever. Ethics

Contact

Say hello.

Beta interest, press, partnerships, or general nerdery. We read everything and reply within 48 hours.

Beta access

Shoppers & testers

Early access to the extension, usually within two weeks of request.

Request invite

Press

Writers & journalists

Founder interviews, methodology questions, demo access.

press@greenstar.eco

Partnerships

Brands & retailers

Dashboard product, methodology queries, data access.

hello@greenstar.eco

Final word

Make thesustainable choicethe easy one.

The informationexists. It's just inthe wrong place.

Three people.One signal.

Where we'vebeen. Where next.