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James is the founder and managing director of the Maeka Group, a collective of businesses at the forefront of ethical and environmentally sustainable denim production and retail, comprising Outland Denim, Nobody Denim, Maeka Manufacturing, and Huskland Textile Waste Solutions. His commitment to business as a force for change earned the Thomson Reuters Foundation Stop Slavery Award. As Australia's first B Corporation certified denim brand, Outland Denim has also received B Corp's "Best for the World" award for Community three consecutive years.