Fashion Beyond Waste
at Pitti Uomo
Sara Sozzani Maino and I have known each other for a long time. We were fashion acquaintances who became co-conspirators and then friends. She was one of the early supporters of my upcycling brand From
Somewhere when she included it in her impressive Vogue Talents list.
Her own journey of reckoning is the stuff of legend. From the peak of the uber mainstream - her aunt was iconic Franca Sozzani and her mother, Carla, the owner of one of the worlds most relevant concept stores - to her commitment to discovering and supporting exclusively sustainable brands, she has made more than her fair share of difference in the career of so many. For decades.
I admire her so much and cherish her as an important person in my life. It’s a blessing, when colleagues are close friends, it makes for so much more depth.
So when we meet at panels or conversations a lot of ground is covered because we bounce off each other like we came prepared but it’s not, we have learned how to complement what the other thinks, and says.
The event we spoke at this time was during Pitti Uomo and it was quite special. These local kids (the founder, Gabriele Rondarelli, is 29 and they’ve been going for 5 years) have a company called Zero W and they sell fashion surplus and deadstock fabrics and have started a small showcase, the one I attended was the second edition, dedicated to brands that reuse.
But, wait for it: the showcase is free. Participating brands are selected and invited and all they have to pay for is transport and accommodation if they wish to be there, or just to send their collections, and the brilliant marketing students of the local Marangoni Institute will do the pitch.
In some cases the Zero W team will donate their fabrics to the emerging designers while others are already amongst their clients.
This is peer to peer support. I was so impressed by this attitude, I cannot wait to continue this relationship in order to introduce them to a whole lot of other, globally emerging talented upcyclists and reusers.
Meanwhile, here are a few who are worth keeping an eye on.
STHLM MISC
This brand was my favourite at the showcase.
I thoroughly recommend you watch their latest catwalk show at Oslo Fashion Week
Another brand I loved was BOTTEGA BERNARD. A super simple, well executed, well thought out and extremely well made. This isnt my usual cup of tea, but I fell in love with it nevertheless, proving that well made clothes can win over the harshest of personal tastes.
MARCO ATELIER
Marco Trevisan’s bags are exquisite, each individually hand made by him in his atelier.
Again, not necessarily my type of bag, but I couldn’t fault one single detail in these, they are so well made they look like jewellery.
Also worth mentioning:
Bags by Vincenzo Valvo (@vincenzovalvomilano)
Shoes by Scaja (@scajaofficial)
Denim by Boyedoe (@boyedoe - also a finalist for the last LVMH prize and one of Africa’s emerging stars)
Thank you Zero, what a brilliant initiative.
To see kindness and generosity as an inseparable tool for good business is truly and remarkably revolutionary.