James has made a deal with the Environmental Protection and Encouragement Agency (EPEA), the official agency for a cooperation with cradle to cradle. The philosophy of founders William McDonough & Michael Braungart corresponds with James' vision for the future.
According to the cradle to cradle principle, designing and developing products is done based on safe and completely reusable materials. That way, garbage can become food in an endless cycle. Thus, this philosophy goes beyond developing durable products.
James, in cooperation with EPEA, has started an investigation on James stain removers. This not only includes the product itself, but also the packaging. Think of the flacon itself, but also the label and for instance the box in which the product is sold.