In the bustling streets of New York, Francois Servranckx, a French expatriate of 15 years, was struck by a glaring contradiction. His time with Doctors Without Borders and other NGO’s in countries like Kenya, Nigeria, Senegal and Haiti had taught him the value of resourcefulness – the ethos to fix rather than discard. Yet, back in New York, he saw a culture of excess, with barely used items littering the streets, revealing the hidden cost of the city's love for "newness”.

Spotting a gap in the urban lifestyle, Francois saw an opportunity. New Yorkers craved novelty and convenience without the burden of ownership, particularly in a city where space is a luxury. In 2022, he launched Green Gooding, New York's first circular economy rental system, turning the concept of "less is more" into a sustainable business model.

In March 2023 Green Gooding was nominated as a 2023 NYC Circularity Champion by Barnard College, Columbia Climate School, and Manhattan Borough President, Mark Levine. Green Gooding is a finalist of the 2024 Reusies awards.