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Design Against Waste

Reading Time: 2 minutes

Innovative solutions for a sustainable future


Waste is a major issue in our culture–perhaps one of the biggest. It is undoubtedly a side effect of our lifestyle. Waste is the ignorant byproduct of our times, meaning the etymological non-understanding of what we leave behind.

In other words, it represents a blind and egoistic short-term vision. People simply don’t care. Their children will live in an open-air landfill, but that’s not their concern.

However, the problem is real, devastating, and we cannot ignore it anymore. There’s no way to sweep waste under the carpet or make it magically disappear.

Acknowledging the problem and the environmental cost it carries along, is the first step. But what is the solution?

Design is the answer.
An accurate design is at the core of solving the waste issue. Changing the way we conceive products is absolutely crucial. We need intentionally designed items in every single field and category–fashion, furniture, technology, and beyond.
Products made with eco, recycled materials taht can have multiple lives and eventually enter a circular pattern.
Items made to last. In other words, design against waste.

By the way, this was the standard in the past in terms of lifetime. Products were built to endure. Now, the life of a garment barely exceeds a couple of washes, and a mobile phone lasts less than a year.
Moreover, convenience culture played a significant role in exacerbating wasteful habits and proliferating a throwaway mentality. Buying a new item is cheaper than repairing it. So people throw things away and replace them—even if the new item lasts only a few months. And so, the never-ending cycle continues.

The point is that real designers make good designs. But fashion–like any other industry–is in the hands of people who are more attracted to marketing than design. So It’s unlikely that change will emerge from within the current system.

Unless a new generation of designers, aware of the issue and moved by it, steps forward to make a difference–to change for the better.
We remain optimistic!

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The Modern Migration

Reading Time: 2 minutes

From big cities to small villages


Modern migration from big cities to small villages is the key to sustainability and happiness.

Transformed by the pandemic wake-up call, we decided to spend our August holidays back at our roots. A tiny village in the Basilicata region of South Italy, immersed in nature and silence. The only sounds were cows mooing, dogs barking, or the wind.

Travelling in the middle of the night through the woods, we came across a family of porcupines crossing the road, their spines standing on end. What a marvel! We promptly stopped the car to savour the unique show that nature offered us. We let them cross, illuminated by the headlights. It’s a scene forever etched in our memory.

How different life is in small countryside villages! Healthier, for sure. You reclaim the value of time, space. You don’t feel trapped as you do in a city apartment. No matter how big it is, it’s still cement. So you come to realise that in exchange for fewer services, you might just be enjoying real life.

Reading the news, it seems that the migration from big cities to the countryside has already begun, a tangible effect of the pandemic. Indeed, the idea of a slow and sustainable lifestyle fits naturally into this context, accompanied by a different way of dressing–which we will explore further–and decorating our places. Undoubtedly, it is a way of living our life in tune with nature.

It has been proven that economic growth and environmental impact are directly linked. What we used to call climate change is now a climate emergency. Therefore, in order to reduce our impact on nature, we have no choice but to change our lifestyle.

To this end, modern migration to the countryside presents an opportunity. Our needs have changed, big cities are no longer the answer. What we need is more nature.

Therefore, we envision a future where people repopulate small villages, breathing new life into them. Intensive mass growth gives way to smaller communities, all interconnected so as to support one another.

Finally, progress and the web can be used not to dominate or exploit but to genuinely and deeply connect.

With this mindset, we can become part of the solution rather than part of the problem.

That’s the lifestyle for modern humans.

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Sharing Ideas

Reading Time: < 1 minute

Amplifying connections, inspiring change


Sharing ideas is what we do. Ideas are powerful. Sharing our thoughts makes the energy greater.

Sharing is at the heart of our community. Believing in the possibility of inspiring each other, cross-pollinating, is the real precious benefit of our interactions. It is about being open to a growth process that enriches us, broadening our visions.
Hearing our interconnection elevates the sense of community. A group of like-minded people, focusing on specific values: inclusion, diversity, ethical work, kindness, respect.

Fashion is the door that lets us in, connects us, knowing that we don’t stop at a superficial level. We enter from that door to find a common ground, but then we dig deeper into our culture and lifestyle.
Together, we facilitate an ecosystem where we develop beauty, empathy, value. We connect, we come together to make things better.

Through conversation and exchange, we challenge perspectives, spark new ideas, and push boundaries, fostering a culture of innovation and understanding. This dynamic flow of inspiration fuels our collective growth, making each interaction more meaningful and impactful. At its core, it’s about meaningful dialogue, collaboration, and the power of shared growth within a vibrant community.

We invite you to join our community by sharing your ideas and thoughts with us!

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Social Media and Value

Reading Time: 2 minutes

What is the point of this exaggerated overexposure of communication?


In our modern and hyper-connected society, life revolves around social media. While it is nice to be in touch with your audience, it is impossible not to notice the vain by-product of this virtual life: images artificially created and obsessively shared. Yes, too much even for those of us that work in fashion!

Perhaps, you might think, social media worked well to boost self-confidence, instilling the idea that everyone can be super beautiful. We all have an amazing life. People need approval. But if we dig deeper, we see the void generated, all the meaning has been swiped away. You mainly find empty boxes. Nice, but empty. Most importantly, a certain horror rises in knowing that the percentage of suicides among teenagers has gone up due to social media.

Social media and fashion


Whatever they say, all this exaggerated overexposure didn’t bring anything positive. Not even in fashion. The expectation of fake models looking like plastic dolls together with poor language created a devastating environment. The strategy to run a successful account consists of buying followers to attract the attention of a large audience and letting the algorithm fly. In other words, you end up talking to yourself in the mirror. That is the game you have to play if you want to be successful unless you need something more than a facade.

For people like us, who believe that buying books is way better than buying followers, the discomfort gets real. You don’t really want to interact with fake accounts, do you?

People who have no idea what they’re talking about, who are not able to distinguish a fast fashion brand from a high quality one, are not our point of reference. We do not consider such a person a leader, no matter how many followers they have.

It is possible to be on social media having a different approach, setting up a healthier environment based on quality and real connections, and being clear in your mind that you are playing a different game.

If you are looking for meaning, for something that matters, this is the challenge. Bring back valuable content. Bring back value.

Share ideas, not plastic faces.

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The Real Value

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Shifting perspectives: understanding quality over disposability


Sustainability must pass through a re-education on the real value of products, quality, materials and skills of those who carry out the work and bring them to life. It’s about understanding and respecting the craftsmanship, the workers and their rights. In fact, without this awareness, sustainability is just another empty promise.

These values are the opposite of a fashion system that has adopted fast food as a productive and consumption model. A system churning out disposable goods at an unsustainable pace, prioritising speed and profit over quality and ethics.

Since the explosion of fast fashion people have been conditioned to buy disposable clothes—pieces designed to be worn a few times and then discarded. Now, how can they truly understand garments that follow a completely different standard

Higher value means higher quality, carefully sourced materials, and skilled craftsmanship. But with that comes a higher price—one that reflects the real cost of ethical production, not just a marketing strategy.

Bridging this gap requires awareness. Understanding the true worth of what we wear starts with questioning our habits and the system that shaped them. So, shifting perspective to understanding quality over disposability is crucial.

Self-education can make a difference.

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