MAGAZINE June 18th, 2021

RIFO' LAB SS22

 

“It is our main value and the reason why the brand exists. For us, sustainability means producing through regenerated fibers that save water and exhaustible resources, through local and flexible production and avoiding overproduction ». With these words, Niccolò Cipriani, founder of Rifò, explains the importance of sustainability in the world of fashion today. And continues in the following interview.

What is fashion for you?

It is a way of being, an aesthetic representation of how we see things and reality.

When and why did you start the brand?

The Rifò project was born in December 2017 after my work experience in Vietnam in Hanoi. Here I was able to closely see the problem of overproduction and waste in the clothing sector. So I decided to go back to Italy, where I decided to recover the tradition of textile fiber regeneration, which has been practiced for centuries in my hometown, Prato.

Three words to describe your work?

Sustainability, quality and responsibility.

How would you describe the SS 2022 collection you will present at WSM?

We always start from a limit and turn it into something positive. In this case we have chosen to create garments that combine sustainability with the beauty and uniqueness of the materials. We experimented with the regenerated fibers of jeans, creating a fleece jersey and light, perforated knitwear. In addition, we have updated our T-shirts which are now 100% cotton, combining regenerated cotton from industrial waste with organic.

How is the brand sustainable?

It is our main value and the reason why Rifò exists. For us, sustainability means producing through regenerated fibers that save water and exhaustible resources, through local and flexible production and avoiding overproduction.

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