Not Waste, Just Misplaced Resources

Rethinking Construction Through Cross-Sector Innovation 

Imagine a future where industries join forces to pave the way for circular business models, where resources are reused and value flows in a continuous loop. At Insutex, we work to break down traditional barriers and connect ideas across sectors to drive real change in construction. By looking at the entire value chain, we invite a new approach where every actor contributes to a future with minimal waste and maximum resource use.

Construction with Consequences

New housing in Denmark is expected to release 4.5 million tons of CO₂, equal to 10% of the country’s remaining climate budget. And we have only a few years left before critical thresholds are crossed [1][2].

At the same time, construction generates more than half of Denmark’s waste and 31% of all material consumption, yet less than 1% of building materials are reused [2]. The message is clear: we are building inefficiently, wasting enormous resources in the process.

“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.” - Matti Grau

Matti Grau – CCO, Håndvæk

Textile waste, a Forgotten Resource

The textile industry faces challenges of its own. Every year, Denmark burns more than 42,000 tons of textiles [4]. Globally, 92 million tons are discarded [5]. The main culprit? A lack of systems for sorting, collection, and reuse.

But what if we could capture that waste – and give it a new life?

For co-founder and CPO Thomas Aspen, who has worked with textiles his entire career, the issue goes deeper than fabric:

“If we truly want to reduce CO₂ emissions at scale, it takes bold actors who are willing to rethink the system. This isn’t just about materials – it’s about mindset.”

Thomas Aspen - CPO, Håndvæk

A Shift in Progress

From July 2025, Denmark will introduce stricter CO₂ limits for new construction, lowering the threshold for buildings over 1,000 m² from 12 kg CO₂e/m²/year to 7.5 kg [2]. At the same time, new rules will require sorting and documenting building materials during demolition [3]. The aim: to ensure valuable resources don’t end up as waste.

Upgrading existing buildings with better insulation is also considered one of the most effective ways to cut CO₂ emissions in Denmark [2].

But real change requires systemic collaboration – not more siloed solutions. As co-founder and CEO

Josefine Bonde says:

“True circularity means breaking free of outdated systems. We can’t just optimize what’s already broken. We need to think differently – and we need to do it together.”

Josefine Bonde - CEO, Antler Investor Day

This Is Where Insutex Comes In

Insutex was founded to address two major environmental challenges: textile waste and the CO₂ footprint of traditional insulation. We are bringing to market a textile-based, bio-based insulation material that meets building standards, without compromising on performance or climate impact.

As Josefine explains:

“If we wanted to create real change, we needed a solution that can scale.”

We believe waste is not inevitable, it’s simply a resource that has lost its direction. What’s needed is a new approach to design, construction, and material management. It must be practical, scalable, and easy to choose the sustainable option. “We can’t expect people to adopt new solutions if we make them difficult to use. Doing the right thing has to be the easy choice," Matti adds.

“We need to evolve from tribal thinking to planetary thinking. There’s only one planet, and no Planet B.” - Thomas Aspen

A Movement in Motion

Insutex is more than a product, it’s a stand against waste. We work across industries and value chains because we believe real change only happens together.

“We’re not just building insulation. We’re building an alternative to a system that no longer works. If you, like us, believe waste can be the beginning of something better, we hope you’ll join this movement. The world doesn’t need more visions. It needs more people willing to act.” - Josefine Bonde

Source list – “Resources, not waste”