Alex and Andrew, the founders, decided to hire boat captains and other local workers to clean the ocean and coastlines full time. In order to make the biggest impact on this global problem, they launched their efforts in places like Bali where a lot of plastic and other garbage regularly accumulates. Inspired by successful lifestyle brands that were able to build passionate followings, they decided to implement a business model that would allow them to grow quickly so they could pay workers, fund cleanups, and spread the word about the ocean plastic crisis. So they created the 4ocean bracelet and pledged to pull a pound of trash from the ocean for each one purchased, using the profits to scale cleanup operations, make donations to ocean-related nonprofits, and build an organizational infrastructure to support future growth.