Wild West are working alongside Perranporth based company ashortwalk, to build upon and communicate their brand story, placing rCUP as experts in the realms of innovative lifestyle choices and sustainability on a national level.


rCUP – the world’s first reusable coffee cup made from recycled paper cups is the latest addition from the ashortwalk team who are passionate about creating products made from waste materials, for a more sustainable future.

ashortwalk founder Dan Dicker, left his job as inventor and designer at Dyson in 2003 ‘to create products from recycled materials, in the UK, a short walk from the sea’. His most recent invention, the rCUP, has been designed with practical portability in mind. It is completely leakproof, 100% recyclable and has a lifespan of approximately 10 years.

With single-use plastics and the circular economy firmly on the agenda, the ashortwalk business with its rCUP story is something to really shout about. Cornwall is a county at the centre of current conversations about meaningful, sustainable lifestyle choices – and the rCUP is a durable, resourceful design example.