The seeds of the Sort Of Coal brand were first sewn following a chance discovery of White Charcoal on the streets of Kyoto. Louise Vilsgaard went on to develop a philosophy for a new company that would bring the finest White Charcoal and all its glorious benefits to a brand new audience. Lots of development and testing followed: the ancient Asian traditions surrounding White Charcoal were exhaustingly explored by Vilsgaard and her business partner Pernille Lembcke. When finally satisfied in 2004, the first Sort Of Coal Kishu Binchotan was offered to exclusive restaurants and retailers in Denmark as a market test. Sort Of Coal was founded, proper, in 2006.
"Wanting pure, good-for-you and delicious-tasting drinking water is an everyday, basic, demand. Of course you’d also like for the air that you breathe everyday and the skin that you live in to be equally cleansed and pure. At Sort Of Coal we love that White Charcoal can do all those things without fuss and without compro-mise. White Charcoal is a genuine alter-native to chemical purification and our ambition is to educate as wide an audience as possible in its ways and inspire them (you!) to use it in your everyday life"