22 Jun '13, 6am

#green #eco | At Pitti Uomo, Sustainability is not Shouted (when it already exists) | #fashion

#green #eco | At Pitti Uomo, Sustainability is not Shouted (when it already exists) | #fashion

is the largest Italian fashion show dedicated to men's casual wear, and is held in Florence twice a year. The just ended event – June 18-21 – saw, as always, a great rush of people, despite the 38 °C temperature, which certainly did not help the transition from one hall to another. Compared to the previous editions there was a visible decrease in brands that communicate their “sustainable” soul. The three main reasons could be, for better or for worse: 1) the “green” (unfortunately) does not (yet) sell to the mass; 2) a certain fear to be pointed out as a “greenwasher”; 3) many of these brands already contain in their DNA a sustainable approach, being small artisan-related businesses which produce their collections with a very low impact on the environment, producing everything locally and using high quality natural materials (easy to find in Italy). Here are the things we...

Full article: http://www.ecofashionworld.com/Events/At-Pitti-Uomo-Susta...

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