MAGAZINE June 18th, 2021

PAR.CO DENIM SS22

 

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

The new Par.co Denim collection develops around the desire for freedom, the one you feel when you remember summer days on the beach, when a slightly melancholic you feel that warm breeze touching you. In a year of restrictions, in which returning to normality has also awakened a sense of renewed social and environmental responsibility, this desire has become even stronger. To us, all this means to keep on increasing consumer awareness towards the importance of protecting and loving the environment, starting from their purchase choices. Following the "Save the Planet" concept, the colors used for the new collection trace the authenticity of nature, with a dusty effect, far from artefacts. They range from shades of blue sea to shades of wet sand, passing through red, green and yellow, to recall those melancholic photographs, and at the same time full of meaning, which recall the old bathing huts with faded signs.

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

From the moment we had the idea of the brand, in 2014, we committed to searching raw materials and production techniques with zero impact. We are inspired by the circular economy model, based on the optimization of processes and resources, to promote a slow fashion logic thanks to an offer of innovative, sustainable and certified fabrics. The pre-order system allows us to produce  exactly what the customer needs, completely eliminating deadstocks and increasing the efficiency of production excesses. Furthermore, we strongly support Made in Italy and work every day with the excellence of the territory. In our cruelty free supply chain, all players are chosen and controlled to create a transparent and optimized supply chain. We think that a brand can be considered sustainable only if  actions taken reduce its environmental impact, aware that the environment itself cannot be reduced to zero. Respect for workers, then, is as crucial as the interest of stakeholders.

 

 

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