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In the vibrant 1970s of West Yorkshire, the founders of Friendly Soap, Rob and Jeff, were influenced by alternative ideologies and a commitment to justice, prompting them to challenge conventional capitalism. Their love for nature, inspired by the stunning Pennine Mountains, motivated them to prioritize sustainability in their business. Drawing from their experiences at Suma Whole Foods Cooperative, they believed that purpose should outweigh profit. This passion led to the establishment of Friendly Soap in 2008, a brand devoted to ethical practices and environmental respect.