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The challenge of selling sustainability to the youth

Identity or Identical

Discovering Your Own Style
Throughout many generations, there has always been the chapter of one’s young adult life when the opportunity of freedom and finding themselves is made available.
A topic within the discovery of oneself is figuring out your preferred style of clothing. Although this topic has always been apparent, it has flourished more than ever in recent years since more styles from the past have resurfaced and more alternative designs are being discovered.

Today’s youth are born into a society where they have effortless access to every clothing style imaginable. Indeed, they are given more flexibility upon various purchases because of discounted stores, and thanks to fast fashion, shelves are constantly reloaded with new trends.
They rely on mass production and endless options in order to discover the type of person they want to be in society. They use fashion as a method of showing the world who they are. And how they want to be portrayed.

Youth and sustainability – Mixed Messages

A strong message of environmentalism, as well as activism for unjust labour and mass waste in the fashion industry, have been shoved in the faces of many young adults. They are the future. So they should be informed because inevitably, they will have to be the ones to fix it.
But how are young people supposed to comprehend the immense troubles of mass production when that is the tool used for constructing their individuality?

Ethical production, made-to-order business strategies, and high-end thrifting apps seem to be one solution to mass waste. But how are the youth expected to contribute to the solution when they are supporting the problem in order to find themselves?

Sustainably Identical or Identity Through Corruption

Will sustainability among the youth insinuate an ideal of cloning or constricting youth creativity? There have been many new sustainable brands on the rise recently. So access to creativity and options is not the problem. The problem is general access due to price.

A brand is not truly sustainable unless the price is high. Profits go towards ethically paying for all processes of production, distribution, and finding high-quality environmentally friendly materials. Which are expensive. So does that place a cement barrier between the youth and sustainable living?

How do we expect the new generation to contribute to the solution? When rationally, they are one of the biggest components of the problem.

We inform them, we educate them, and we make them aware. Rather than remaining the problem, they can be one of the biggest solutions.
Since Generation Z and Millenials are what makes up one of the biggest factors in overconsumption, waste, and over-production. Convincing them to halt their current mindset would tear down the entire system.

You can’t continue the unhealthy cycle if there is no one left to buy into the lies.

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A piece written by Gavriel Ewart. An American girl studying fashion and communication at Cattolica university in Milan and interning for suite123

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The Oversized Denim Blouson

The Spring/Summer outerwear

Today we introduce The Oversized Denim Blouson by ZUCCa.

We are almost entering the new season, and this week we received some new arrivals, so get ready to discover all the unique pieces we selected for you. But not too many items, overconsumption isn’t an option anymore. In fact, we picked out just what makes sense considering good design and quality. Beautiful, timeless pieces you’ll love to wear as long as possible.

Discover The Oversized Denim Blouson

About the design
A jacket made from 6 grams of light, thin denim material. The front has a double design, and the silhouette can be changed by opening and closing the collar. When you button up all the buttons, the wide collar of the blouson becomes a short collar.
Dropped shoulders, double-breasted, two front pockets. Silver round buttons, the button line is asymmetric. The jacket is unlined.
Oversized fit. Also, the genderless cut makes it suitable for all.

About the material
100% cotton, non-elastic. This product is processed to give it a unique texture. Specifically, the item is indigo dyed. Indigo dyeing has a natural texture, and you can enjoy the particular colour change as the colour fades by washing the garment.

the oversized denim blouson
The Oversized Denim Blouson – By ZUCCa

About the colour
Bleached blue. In order to provide a light shade for the Spring/ Summer season. Also, it’s easy to match all the colours.

Laundry
Hand washable. You can wash this item by hand at home.
Wash separately.

Special care instructions
As the colour will fade, please avoid wearing this jacket with white items, prone to colour transfer. But be careful not to wash it with other garments.

A full denim outfit is edgy. Indeed, we have trousers in the same colour and material. But it looks good also paired with the more elegant Supima pants (which we will show you soon).

The Oversized Denim Blouson is the comfortable and stylish outerwear for the Spring/ Summer season.
A go with everything piece #formodernumans

By the way, we are happy to reply to any further questions!

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Paris Fashion Week 22

Fashion as a means of protest

Paris Fashion Week 22 is over, and even there, the heartbeats felt in the past weren’t beating that much. The atmosphere was cooled down. Designing a collection during the pandemic for brands that have to grind a lot of money wasn’t the ideal ground.
Furthermore, showing during a war wiped out fashion relevance.

For sure, the war in Ukraine made us wonder what’s the sense in what we do.

Fall/Winter 22 Pret-a-porter

The purpose was to use every single voice, runway, or platform to protest. Even though we have to keep up with our work, we cannot stay silent in front of Ukraine’s tragedy. And so, we really appreciated all the designers who took a stand and raised their voices in support of Ukraine.

As in Milano, the ’90s were leading in Paris too: the white tank top, the slip dress, transparencies, crop-tops were everywhere. Also, Balenciagitis infected all designers in Paris too. In short, it was all about big shoulders.

Paris Fashion Week 22: some random tiny notes

Dior: a futuristic approach mixed with the past generated a far-fetched confusion.

Saint Laurant: this time is yes! Anthony Vaccarello made a very elegant collection respecting the maison’s heritage. The final tuxedos outfits were gorgeous!

Dries Van Noten: the video presentation looked like a commercial to launch his cosmetic line. Time to monetize!

Balmain: Olivier Rousteing is a good designer, but the show was too futuristic. Armours can protect you from haters but will never give you the elegance of a blazer.

Chloé: you can cook without salt, but the food has no taste. We saw some of the classics remixed with well-known marketing trends. However, the collection was insipid, and the beauty created by Natacha Ramsey-Levi vanished.

Uma Wang: a modern and beautiful collection shown through an impactful video.

Issey Miyake: one of the best digital presentations, “sow it and let it grow”, was the message. Indeed, the video was the story of growth and re-birth, which showed the cycle of nature through clothing.

Yohji Yamamoto: can you renovate while being faithful to your style? Only a master like him can do it, and his work is like poetry for fashion. The way he tailored denim was unique.

image of Paris - tour Eiffel in support of Ukraine


Boyarovskaya: impactful and chilling video. The Belarusian and Ukrainian duo sends a heartbreaking message.

Ann Demeulemeester: still white sneakers, for real? And weren’t all models wearing the same outfit again this season?

Balenciaga: Gvasalia’s background voice was chilling. His obsession for the East-European refugee outfits was clear so far, but his misshapen imagery never felt so real and angsty.

Valentino: PP Piccioli’s words, before the show, were everything: “we see you, we feel you”. A whole collection in PP Pink and some black. The message was strong, but the choice limited the beauty we used to see at Valentino shows. And the pre-show seemed like a commercial for Spiderman.

Vuitton: Ghesquière too got Balenciagitis! But we loved the tie outfits.

Chanel: a very wearable and balanced tweed story. No headshots.

Miu Miu: from preppy to biker style, call them winter outfits if you live in California! Panties peaking through the waistline recalled the first Dolce&Gabbana. Ok for the coats, jackets and column dresses. The rest, too mini, too cropped.

Paris Fashion Week 22
Final thoughts

Unfortunately, the return of the runways signalled the re-awakening of the collateral circus. However, let’s debunk a myth:
Who said video presentations aren’t a valuable means to introduce a collection? Don’t say it again, please.

And above all, one point emerged: activism through fashion is a thoughtful way to bring back a sense of purpose in our work.

#STANDWITHUKRAINE

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Vintage, not a mere “USED”

Treasure hunting

In Japan, the age of 20 is a big year. We get many gifts and blessings from parents, grandparents, relatives, and literally everyone we know.
When I turned 20, my parents asked me what I wanted for my 20 years celebration. A new bag, dress, shoes…? Perhaps that’s what they were expecting me to say.

However, I said I wanted my dad’s pair of jeans and my mom’s trench coat.
Since my teenage years, I have always enjoyed sneaking into my parent’s closets and randomly trying on their clothes. (I hope they are not reading this blog…) For me, their closet was a load of excitement, like a treasure box.

Vintage has a STORY

My dad gave me a pair of jeans from Gianfranco Ferre. He bought it when he visited Italy 30 years ago. It was the first trip to Europe with my mom, he said.
My mom then gave me a trench coat from Burberry. This was what my dad gifted to her 30 years ago.

These two pieces have some personal stories connected with my parents. They aged with them.
Yet, my parents were happy to give them to me because they liked how their favourite pieces would be worn more frequently, rather than being just stuffed in the closet.

Aged, but never actually
Even after 30 years, they are perfectly holding up. The shape and colour beautifully remain. Because of their high quality, they last over decades, and their value never fades.

I love my parent’s vintage items not just because they are “vintage”, but I do enjoy wearing them because I am giving a new life to the pieces of clothing, which is something truly special.

I brought them here in Italy, and guess what? I went to my first fashion show in Italy with my coolest one. The first pair of jeans my dad bought here 30 years ago.
I can’t wait for another 30 years with these two pieces.

So what is your story with your vintage items?

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A piece written by Kotono Sakai, a Japanese girl studying history and fashion at Cattolica university in Milan and interning for suite123

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The Striped T-shirt

A classic with a twist

Today, we introduce one of our favourite items for the new Spring/Summer 22 season: The Striped T-Shirt.
By ZUCCa.

We still name items by the season, as is the convention. But of course, the garments we select do not have any expiry date. We will never stop saying this, it’s a fundamental concept. Indeed, we firmly believe that you/we have to wear the clothing we purchase as long as possible. For a lifetime, because that’s the purpose of buying quality pieces. Also, it’s not a marketing trend for us. In fact, we have repeated those words since our very first beginning about sixteen years ago. And it’s not about being ahead, but having a deep sense of value and respect for what we do.

For stripes lovers

This top is a real classic, and it’s made special by a unique design. Yes, you can find striped t-shirts, but it’s way more difficult to find a good design associated with them.

The Striped T-shirt
The Striped T-shirt – by ZUCCa

About the design
Made of Basque cotton material with a border that gives a little elasticity, this top has three-quarter sleeves and a boat neckline. The three-dimensional silhouette with a narrow hem pushes the seemingly simple cut-and-sew to the leading role. In other words, it’s a basic that stands out. Easy to wear, comfortable, and easy-care but really cool.

About the material
The material is a matte, striped Basque cotton, of an average thickness and slightly elasticized.

About the colour
Beige and black border, because we wanted to offer you something different. Moreover, it’s easy to mix and match.

Laundry: Hand washable
This item can be hand-washed at home.

Put on The Striped T-shirt, and you’ll get an extra dose of style right away.

We invite you to contact us for any further information, we are happy to assist you.

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