A Breath of Fresh Air: The Story Behind Aerterra
Every startup begins with a moment of clarity—a problem that hits close to home and sparks a fire to improve things. For Curtis Firestone and Mike Malloy, that moment was more than personal. It was a call to reimagine how we think about air.
Two Paths, One Purpose
Curtis Firestone wasn’t setting out to change an industry—at first. He was just a Dad, watching his two athletic sons push through soccer games and practices, masks on, the air thick with wildfire smoke. What should’ve been ordinary days became constant reminders of how compromised our air had become.
The question haunted him: Is this really the best we can do?
That question ignited something deeper. With a career in sustainability and a passion for protecting the planet, Curtis couldn’t ignore the bigger picture. Air pollution wasn’t just a seasonal inconvenience but a structural issue affecting millions, especially families like his.
Enter Mike Malloy, a veteran in the air filtration world who had spent decades watching traditional filters pile up in landfills. But it was a news story in 2012 that truly shifted his focus: a coal plant in Chicago’s Little Village, long blamed for respiratory illnesses in a vulnerable Latino community, had finally shut down.
To Mike, that moment revealed a disturbing truth—our air systems weren’t just outdated; they were unjust. The burden of dirty air fell disproportionately on those least able to fight it.
When Curtis and Mike met in 2023, they didn’t just see eye to eye—they saw an opportunity. Not just to build a better filter but to create a better future.
Starting Something New (and Better)
Aerterra wasn’t built overnight. The duo poured everything into researching renewable materials, experimenting with designs, and building a business model that didn’t just sell products—it solved problems.
The result? High-performance air filters made from sustainable, plant-based materials. Filters that protect your lungs without polluting the Earth. And a brand that understands clean air isn’t just a luxury—it’s a right.
But Aerterra’s mission doesn’t stop at your front door.
They support reforestation groups to combat outdoor air pollution, planting trees to help draw carbon out of the atmosphere—nature’s original air filters, now working alongside their human-made counterparts.
Why We’re Here
The traditional air filter industry hides its footprint behind a veil of convenience. Millions of pounds of filters, made from plastic and synthetic fibers, head straight to landfills every year.
Aerterra was born to break that cycle.
Curtis and Mike aren’t just making filters but building a movement. One that champions clean indoor air, outdoor restoration, and responsible consumption. One that puts families, communities, and the planet first.
Join the Clean Air Revolution
Today, Aerterra delivers eco-friendly air filters directly to your door through a simple subscription. Whether you’re a parent, a climate advocate, or someone who wants to breathe easier, every Aerterra filter is a step toward something bigger.
Cleaner homes. Healthier families. A planet that breathes easily, too.
So go ahead—make the switch. Join a growing community of people who believe clean air shouldn’t cost the Earth.
Because every breath matters.
Learn more about our air filter products here.
