"The best time to plant a tree is twenty years ago. The second best time is now."

The puns are endless with the latest accessories company to land in the ethical fashion market - WeWood  - but boy they're really turning fashion heads with product placement in the likes of FHM, Marie Claire and Harpers Bazaar. Lightweight and mouthwateringly chic these wooden timepieces hail from Florence, Italy where an established shoe maker and two environmentally-minded entrepreneurs teamed up to “make watches to protect and restore forest wildlife, clean water and carbon sequestration.” For each watch that is bought WeWood plants a tree through partner American Forests, who have planted over 35 million trees through various projects including Global ReLeaf. My only qualm is that there's hardly any information on the origin of the wood used in production and with a product like this one I think that's part of the story - I'll see if I can get in touch to find out more.