FROY INTERVIEW

Responsible Innovation January 14th, 2021

FROY INTERVIEW

What are the values around which your project develops?

"In aesthetic terms, the brand has its philosophy linked to the characters that animate the prints' patterns on the shirts, the ethnic roots of the brand, and the concept of geometry. In ethical terms, the brand is based on sustainable value"

What inspired this collection?

"For each collection, we create a story linked to a city. In this case, the protagonist is Milan, a cosmopolitan place where between east and west meet different cultures. The result is always an unexpected geometric aesthetic"

What is sustainability for the brand?

"For us, sustainability does not mean only certified fabrics and yarns, but it is 360-degree research in the development of products that start from the recovery of industrial waste as well as garments already spun. One of the advantages of knitwear that we consider very sustainable is that you can scratch the pieces already dropped. With the looping machine's processing, merge them without cutting anything"

What have you learned from 2020? What do you expect from 2021?

"I learned to be patient. Although it has been a challenging year, I have understood that it is precisely in extreme situations that a good concept is defined. New ideas are born, concepts that previously could not materialize simply because there was no need. For 2021 I expect that we will continue to carry on the project in a serene way, with so much professionalism, giving oxygen to new ideas for our satisfaction and those who follow us"

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