“KEAP” IS A NOD TO THE KEAP STREET, WILLIAMSBURG KITCHEN WHERE FOUNDERS HARRY DOULL AND STEPHEN TRACY MADE THEIR FIRST CANDLES.

“Keap” is also a fitting callout to the partners' business philosophy. “Our zero-waste approach to our candle design mimics nature’s cyclical systems,” Tracy says. “Our labels are biodegradable and removable, making it easy to repurpose our candle tumblers.” The pair provide instructions for safely repurposing used candle vessels on Keap’s website, making it easy for buyers to give these glass containers a new life (as whiskey tumblers, perhaps). Even better: Twenty-five percent of Keap’s net profits support the work of the SolarAid organization, which is devoted to eradicating the use of polluting kerosene lanterns and to instead providing those without access to the electrical grid the use of solar lamps and clean, sustainable light.