MAGAZINE June 21st, 2021

BRING SS22

 

What are the aesthetic codes and the essential reference points of your brand?

Circular fashion is no longer a novelty. It must become the norm to be functional, basics, sustainable, and recyclable. We strive to achieve a circular fashion system that we can infinitely use and reproduce.

Tell us about the collection you are presenting at White (i.e. inspirations, key pieces, materials)

Our signature fabric has the functionality of Polyester with the feel of soft cotton fabric. We are introducing the Dry Cotton Basics collection for WSM, including T-shirts and sweatshirts. We use our original recycled polyester yarn Bring Material™.

Sustainability has become a major issue for the fashion industry (and not only that). What’s the brand attitude in relation to it?

As sustainability becomes a norm, consumers will no longer choose products made with non recycled materials. Not only do we produce products with recycled materials, but we also developed a circular system where we can infinitely recycle and produce.

We live in the age of social media, non-stop communication and rapid changes. On what should a brand focus to carve out its own space and draw public attention?

Not just social media communication, we must showcase our initiative in physical space. For us, we collect used Polyester garments, send them to our factory, recycle them into the new yarn, and re-produce the new products.  With the involvement of our customers, we can grow together.

Do you think it is important to stress on workmanship and, broadly speaking, on the production process of the garments? If so, how can this be communicated?

We think that the manufacturing process must be transparent. We should be proud to show the manufacturing process so that we have an opportunity to educate our clients on what we do and they can purchase our products with confidence.

 

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