Who makes the eco-friendly and technological things of the future now
Olesya Iva
From 16 to 20 June in Florence, in the Fortezza da Basso fortress, an exhibition of Pitti Immagine clothing was held, including the 86th Pitti Uomo trade show and the 14th Pitti W, which traditionally opens the season of fashion weeks. During Pitti Immagine, we closely studied the brands of clothing and accessories, specializing in high and environmentally friendly technologies that can significantly improve our lives now.
Ghostwear urban
Kristian Guerra was educated in Italy, where in 2012 he founded a nominal brand, under which he produces innovative things in street style. Despite the fact that Christian is a young designer, he works with the best Italian textile companies, creating new high-tech fabrics for his collections. In the new collection of designer Ghostwear Urban, ultrathin windbreakers, raincoats, pants and shorts, created in collaboration with the oldest textile company Limonta, which has existed in Italy since the end of the 19th century. The fabric, which came up with Limonta and Christian, to the touch - like a thin and soft paper. At the same time, it does not let in moisture, it breathes and looks original. The cost of things Ghostwear Urban on average is 500 euros, but the clothes themselves look like things from the future.
ECOALF
Spanish eco-brand-brand produces sportswear made from recycled materials: plastic bottles, tires, fishing nets and even coffee grounds residues. The brand defines its concept as "tras (h) umanity", that is, humane and clever handling of garbage. For example, jackets that contain recycled coffee protect against UV rays and dry quickly. By the way, Starbucks sells the remnants of ground for fertilizing plants. For the production of ECOALF windbreakers, about 130 grams of recycled bottles or 900 grams of fishing nets are used - a total of 135 grams of recycled mesh allows the company to get about 1 meter of eco-friendly fabric. ECOALF tech stuff costs about $ 200, Vietnamese from recycled tires and even less - $ 30. All clothes have been tested and safe - the brand has a children's line except for women’s and men’s.
G-Star RAW x Pharrell Williams
Despite the fact that most of the Pitti exhibition is devoted to Italian classic brands, there are more and more eco-friendly and innovative brands and collections. For example, the Dutch brand G-Star, specializing in denim items, presented a collection of eco-friendly denim from recycled plastic bottles along with Farrell Williams, who had a small recycling plant from the ocean floor, Bionic Yarn. The purpose of the collection is to move to a new level of consumption of things: to dress and deal with pollution, in this case with plastic bottles. RAW G-Star presented women's and men's things that cost between $ 100 and $ 200, but make the world a better place.
Iuri
The Italian brand IURI has taken on the task of creating high-quality and unofficial socks - this niche is still not occupied by European brands and is also potentially commercially successful. Thus, the brand produces on Italian machines, minimalist socks and knee-highs from Egyptian cotton, thin and elastic, with contrasting geometric brims. Things cost 20 euros and are sold in several countries, as well as on the website of the brand. IURI advertising campaigns resemble American Apparel. It can be assumed that the designer of the brand will soon add to the line and other casual underwear, body.
Jimi roos
Six months ago, we wrote about Swede Jimi Rus, who founded a brand in Florence that took on the production of T-shirts. They are made almost entirely by hand and decorated with sloppy embroidery wrong stitching, reminiscent of strokes with a pencil. Rus came up with a machine that puts embroidery in a special, as if hand-made, technique, but the designer completes each embroidery independently. In the new season, in addition to T-shirts, the designer presented shirts with embroideries with flamingos and patches - all made of organic cotton. Shirts cost around 100 euros, and T-shirts are cheaper.
Crash Baggage
Italians Crash Baggage create suitcases from plastic, which in the process of processing is beautifully wrinkled, which allows you to get a baggage bag with an unusual, but minimalist design. Marka managed, it seems, to take into account all the requirements that are imposed on an ideal suitcase, except for the original design: the suitcases are strong and weigh no more than two kilograms. Two-wheeled bags are available in four different sizes and colors: from beige to aquamarine. These will not exactly pass by on the tape for baggage claim. Stand at around 200 euros.
Goose tech
The Italian brand of transparent jackets, down jackets, bombers and Goose Tech parks was launched two years ago and presented in Milan in March of this year. Goose Tech produces women's and men's jackets, the shell of which is made of transparent polyurethane, inside it - compressed goose down dyed with different colors. The jackets turned out to be warm, hypoallergenic, waterproof, and besides, they protect from ultraviolet radiation and fire - it means that in winter you can sit quietly by the fire.
PB 0110
German Philip Bree launched a brand of accessories in 2012. He managed to create, it seems, the ideal women's and men's bags, wallets and backpacks from high-quality soft leather of vegetable tanned leather. Bags are good for their Scandinavian minimalism: not a single extra detail and excellent handmade quality. It seems that such bags and backpacks in stores are the most difficult to find. Things are presented in pastel and monochrome colors: from dusty pink to warm brown. On average, bags and backpacks cost 500 euros. Of the Russian stores, the brand is being purchased only by UK Style.
VAVA
This season, a separate corner on Pitti Uomo It was dedicated to the manufacturers of optics and was called Pop-Eye. One of the most innovative in terms of design and technology was the brand, which a couple of months ago in Berlin was founded by the Portuguese designer Pedro Silva. Under the VAVA brand, Pedro shows glasses of a futuristic design with clear frame lines. Pedro is inspired by the Detroit techno, industrial design of the Bauhaus school of the 80s and this year he is setting up glasses on one of the dance floors of the Barcelona Sónar festival together with artists Boris Chimp 504. Each pair of glasses is handmade in Italy and costs about 500 euros. Eco-friendly cellulosic acetate, which can be subsequently processed, is used for the rim; crystal lenses are used by Barberini, one of the first optics companies with environmental certification (the company has zero waste). You can find VAVA points in concept stores around the world: in Berlin, Madrid (Suus), Milan (DAAD Dantone), New York.