During an asia travel in 2009, Claus, co-founder, took several pictures of places and people he saw on his way. Especially in China, where the problems with waste and sorting began to pile up.

When he got home from his trip, he showed the pictures to his sons, Emil & Anders, and the pictures immediately made an impact to them and their beliefs.

After looking at he pictures with smiling and happy renovation workers on chinese recycling sites, Emil said: "These guys ar ethe true heroes of tomorrow. They are supermen and they work for creating a sustainable and responsible future. They are the superstainable heroes".