The future of sustainable fashion will not be guided by corporations. It will be by people with visible values, enough knowledge and awareness about how the industry should urgently redirect and who can implement solutions to the environmental crisis. Conscious consumers want to know who is behind the curtains, if the values behind the brand that is supporting align with theirs and if the business is created by truly environmentally conscious people. Creating sustainable products is not enough anymore. There are two kinds of sustainable products. The ones produced by people only interested in sustainability from an economic point of view, which have not truthful connections to environmental issues and the ones that are really worried about climate crisis. Most of the current fashion companies relys on copying and move where labor and enviromental laws have low standards.
We are in an emergency climate, we cannot be radical enough on climate crisis actions, quoting Attenbourough. This is why I felt a need to turn down the pace a little and fit my values in my professional life. Due to my love for the oceans, I gradually became aware of the impact on the water that the fashion industry involves. Another of my main concern is the lack of relevant and accurate information about sustainability that the fashion market offers. I would like to bring the transparency that characterizes me in my personal and professional life. After more than 8 years as fashion designer I decided to create an honest brand out of my comfort zone and beginning the unfinished road to learn how to make fashion circular in order to minimize environmental impact.
From the last few years I have been learning as much as I have been able of sustainability and circular fashion. I usually rely on knowledge provided for independent organizations such us as Mistra Future Fashion and share my concers with Union of Concerned Researchers in Fashion. Creating products for circularity needs a change of mindset, a good understanding of the complexity of supply chains, material and the requirements of existing and available textile recycling industry. Embed environmental values into aesthetic experiences in the context of sustainable fashion requires constructing a new basis for value creation and educating our aesthetic taste to appreciate the environmental impact during all phases. Sustainable fashion for us means building a wardrobe stables , yet beautifully designed with circularity in mind and using low impact materials that can be complemented with pre-owned apparel market.
ro is the phonema from raw and ( roh in German). As water is a precious resource so we commite priorizing undyed or raw materials, reducing the water footprint, 15% water usage comes from dying phase. Thanks to all the people who have helped and made me to get where I am now as well as all the suppliers who have patience with this necessary journey.
Founder & creative director.