MAGAZINE June 18th, 2021

R3UNITE SS22

 

1. Can you tell us about the collection you present at WSM?

This collection presents seasonless and genderless garments. With a minimal and oversized style inspired by the subcultures of the 90s, we use only natural materials such as GOTS certified organic cotton and silk. The goal is to produce quality garments with reduced environmental impact and long lasting purpose. In fact, by buying the LAND and SEA collections, customers finance environmental projects, respectively the planting of an entire forest in Ethiopia and the cleaning of tons of plastic waste from the Mediterranean Sea. R3UNITE is synonymous with sustainable clothing Made in Milan, designed for the world.

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

For R3UNITE, sustainability is so essential that it is considered a starting point, not an end point. Reason why we have launched the concept of Proactive Sustainability, which means using as few resources as possible and returning them, growing from zero impact to positive impact. Once we find a social or environmental project to support, we work on sustainable collections dedicated to these projects. During the production process, we make sure we comply with the best quality standards towards the environment and our collaborators, then when the garments are ready, we launch the collection on the market and direct a significant portion of the revenues to the chosen organization. By doing so, we stimulate the growth of a community made of conscious people, who want to leave a positive impact on the world, one item at a time.

3. In the social media era, characterized by non-stop communication and constant changes, what should a brand focus on to carve out its own space?

We use the streetwear language to take its community closer to causes that deserve to be worn. We believe in young people, we believe in their critical mindset and how close they feel to the environment, and this attitude is reflected on our social networks. Building a distinctive unique offer is essential to get noticed among the many brands that flock to social networks. However, our holistic approach is not limited to using these tools as mere means of communication for our products, but aims at creating constant engagement with our community through the spreading and involvement of physical and digital activities.

4. How important is it to emphasize the workmanship and, in general, the production process?

It is not only important, it is essential to continue the expansion of responsible fashion. Made in Italy has enhanced some of the practices that respect the planet the most; R3unite was inspired by the precursors of these practices and has reworked its Mission following these values. However, sustainability is now increasingly perceived as a commodity. The result is that the consumer asks for more and more transparency and clarity in the production process and is no longer satisfied with the simple "sustainable" label. For this reason we are working on increasing the transparency of our sustainable and certified production processes by integrating blockchain cryptography.

5: New projects on the way?

By dealing with both streetwear and ethical and sustainable projects, we operate on several fronts. We are currently engaged with a tour that first stops in Genoa, Bormio and Milan where we have organized fashion shows that redevelop the green and public spaces of the host cities. In Autumn we plan on extending these events to other Italian and European cities. In the meantime, we are developing special capsules with international and national artists. By combining sustainability with technology, we will soon introduce an interactive gaming platform with virtual tokens, created to further develop our current cleaning and planting projects. We will launch a blockchain system by the end of the year so that we can always obtain verifiable traceability of our actions.

 

 

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