Responsible Innovation January 13th, 2021

BLUE OF A KIND SS22

 

Can you tell us about the collection you are presenting at WSM? Inspirations, key pieces, materials...

Ours is an ongoing collection, in which we add new models and colors every season. In the past we were focused on women but today we take a genderless approach. Our focus has always been on upcycled clothing, all products come from stock fabrics, scraps and are colored with fabric dust. Today the goal is to work better and better existing fabrics, adding more washes with innovative techniques and limiting water waste with the goal of optimizing resources.

Sustainability is now a crucial issue for the fashion industry (and not solo), how does your brand stand from this point of view?

We started with this idea in mind, we tried to push on the sustainability trend 3 years ago when the subject was not common yet. Today the consumers are building a feeling about it, but brands too. Sustainability will become a fundamental and inherent element of every brand in order to promote the collections and advertise them.

In the era of social media, non-stop communication and constant changes, what should a brand focus on to create its own space?

Sustainability has been a very strong communication vector, we are already trying not to push only on this matter but to find new ones. A brand must keep a very strong identity approach, creating communities. There are no longer consumers, but almost proselytes created around the brand, which is why new consumers almost become ambassadors for us.

A typical ambassador of yours, even in the influencer world?

We have always carried out campaigns with authentic people, successful professionals in their fields who share their approach. However, the search for new talents who share our values ​​is always open.

New projects on the way?

We are trying to make hybrids out of denim as we have been passionate about this material since the start. We will try to extend the product range while remaining faithful to the concept of upcycled. The idea is to work on other product categories such as t-shirts, but always with the initial premises.

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