As a lover of animals, Wilson believes that mankind should not impose ourselves on animals for our selfish and unnecessary wants, putting them through redundant inhumane treatment. Being a fan of leather products, he decided to work in this direction on replacing genuine leather, by tapping on the gap in the leather industry – food leather. Food leather exists but is not commonly heard of. By working on branding food leather, Wilson seeks to advocate for such vegan leather and in turn dissuade the consumption of genuine leather.