Impactful advertising, clothes that 'think' green, alternative shopping. All to respect the now sick Planet: the fashion of Pitti Uomo becomes 'thinking' and claims a conscience.
Don't store avocado like this: it's dangerousImpactful advertising, clothes that 'think' green, alternative shopping. All to respect the now sick Planet. Is fashion just superfaciality and frivolity? Woe to affirm this because never before has the 76th edition of Pitti Uomo, inaugurated last Tuesday, presented itself like this year full of ideas and eco-friendly thoughts. We have chosen three examples.
Featured AmazonLife with a series of 5 eco-friendly bags made in co-branding with Braccialini, Evisu, Gherardini, Looney Tunes and Vivienne Westwood. The know-how and style of 5 different realities thus merge to promote a common message: to demonstrate how it is possible create a collection of bags using only recycled materials or materials from nature, and in harmony with it.
The goal is to raise public awareness in order to protect the biodiversity of the territory, preserving from the deforestation part of the Amazon basin, the largest on the American continent, which is on the verge of collapse. Rubber, linen, jute, coconuts, straws, denim fabrics, suits, military army camouflage shirts e discarded scarves they are used to make five bags that give life to an exclusive “eco-friendly” collection, which tends to bring the lifestyle of the forest and respect for the environment into everyday urban life.
The bags are therefore entirely made of eco-friendly materials.
The non-polluting T-shirt
On the same wavelength, here is theEcoflage a t-shirt made by Mario Vigilante for the brand Travel in 100% fully biodegradable bamboo jersey, antibacterial and antiallergic. The materials are designed in such a way as to make the t-shirt completely non-polluting to the extent of disappearing in a completely natural way if planted in a flower pot.
The Ecoflage Tees flank the collection of outerwear and open a window on the eco-friendly world, reminding us how important it is to search for the minimum environmental impact.
Short in the bottle
But that is not all! The initiative by Sundek, the famous American beachwear brand, brings the eco-sustainable boardshort made in recycled polyester; sometimes, from the same plastic bottles thrown on the beach with total disregard for the environment.
We hope that the public, male and otherwise, appreciates the effort that more and more designers are making to suggest that other ways are possible ...
Glorianna Vaschetto
