Resources, not waste.
- dmo829
- Jul 31
- 3 min read
Rethink the construction sector through cross-cutting innovation
Imagine a future where we pave the way for new, circular business models across industries, where resources are recycled and value is created in an endless loop. At Insutex, we work to transcend traditional frameworks and connect ideas from different sectors to create change in the construction industry. By looking at the entire value chain, we invite an innovative approach where each actor contributes to a future with minimal waste and maximum resource utilization.
Construction with setbacks
Buildings account for 17% of Denmark's total CO₂ emissions, and the construction sector alone is responsible for over 30% of national material consumption [1].
At the same time, construction accounts for over half of Denmark's waste and 31% of total material consumption, but less than 1% of construction materials are recycled [2]. This clearly shows: We build inefficiently and waste enormous resources.
As Matti Grau, co-founder and former carpenter, says:
“I have seen containers full of new doors, windows and tools sent straight to incineration, often as a result of over-ordering or clean-up on construction sites with tight schedules. We are not building smart. And we are not valuing resources as we should.”
Textile waste – an overlooked raw material
The textile industry has its own challenges. In Denmark, we burn over 42,000 tons of textiles annually [4]. Globally, 92 million tons are thrown away annually [5]. This is often due to a lack of systems for sorting, collecting and recycling.
But what if we could collect that waste and give it new life?
Thomas Aspen, CPO and co-founder, has worked with textiles his whole life. For him, it's not just about materials:
“If we really want to reduce CO₂ emissions on a large scale, it requires brave actors who dare to rethink the system. It's not just about materials, it's about mindset.”
A shift in progress
From July 2025, the limit value for CO₂ emissions in new construction will be tightened from 12 kg CO₂e/m²/year to 7.1 kg CO₂e/m²/year for larger buildings over 1,000 m² [2]. At the same time, new requirements will come into force regarding sorting and documentation of building materials during demolition [3]. All to ensure that valuable resources are not wasted as waste.
Upgrading existing buildings with better insulation is also considered one of the most effective ways to reduce CO₂ emissions in Denmark [2].
But if we are to create real change, it requires systemic collaboration, not more siloed solutions. As Josefine Bonde, CEO and co-founder, puts it:
“True circularity requires us to break away from the old systems. We can’t just optimize what’s already broken. We have to think new – and we have to do it together.”
This is where Insutex comes in.
Insutex was created to solve two environmental problems: textile waste and CO₂ emissions from traditional insulation. We bring an insulation material based on textiles to the market. A bio-based alternative that meets construction requirements without compromising on performance or climate.
“If we wanted to create real change, we had to find a solution that could be scaled,” says Josefine.
We believe that waste is not inevitable – it is just a resource that has lost its direction. It requires a new approach to design, construction and material management. It must be practical, scalable and easy to choose sustainable
As Matti elaborates:
“We can’t expect people to choose new solutions if we make them difficult to use. It should be easy to choose alternative and more resource-efficient solutions.”
“We need to evolve from tribal mentality to planetary thinking,” says Thomas. “There is only one planet, and there is no Planet B.”
This is where Insutex comes in. Insutex is more than a product, it is a fight against waste. We work across industries and value chains because we believe that real change only happens together. Josefine concludes:
“We're not just building insulation. We're building an alternative to a system that no longer works.
If you, like us, believe that waste can be the start of something better, then we hope you will be part of that movement. We don't need more visions. We need more action.”
Comments