From June 16 to June 20, in Florence, on the territory of the fortress of Fortezza da Basso, the Pitti Immagine clothing exhibition was held, including the 86th Pitti Uomo trade show and the 14th Pitti W, which traditionally open the season of fashion weeks. During Pitti Immagine, we took a close look at brands of apparel and accessories that specialize in high-tech, sustainable technologies that can dramatically improve our lives today.
Kristian Guerra was educated in Italy, where in 2012 he founded his own brand, under which he produces innovative streetwear. Despite the fact that Christian is a young designer, he works with the best Italian textile companies to create new technological fabrics for his collections. The new collection of the Ghostwear Urban designer includes ultra-thin windbreakers, raincoats, trousers and shorts, created in collaboration with the oldest textile company Limonta, which has existed in Italy since the late 19th century. The fabric, invented by Limonta and Christian, feels like paper thin and soft. At the same time, it does not allow moisture to pass through, breathes and looks original. Ghostwear Urban clothes cost an average of 500 euros, but the clothes themselves look like things from the future.
The Spanish eco-friendly brand makes sportswear from recycled materials: plastic bottles, tires, fishing nets and even leftover coffee grounds. The brand defines its concept as "tras (h) umanity", that is, humane and smart waste management. For example, jackets containing recycled coffee provide UV protection and dry quickly. By the way, Starbucks sells leftover grounds for plant fertilization. For the production of ECOALF windbreakers, about 130 grams of recycled bottles or 900 grams of fishing nets are used - just 135 grams of recycled mesh allows the company to obtain about 1 meter of sustainable fabric. ECOALF tech items cost about $ 200, flip flops made from recycled tires and even less - $ 30. All clothes have passed tests and are safe - the brand has a children's line except for women and men.
G-Star RAW x Pharrell Williams
Despite the fact that a large part of the Pitti exhibition is devoted to Italian classic brands, there are more and more sustainable and innovative brands and collections. For example, the Dutch denim brand G-Star presented a collection of eco-friendly denim made from recycled plastic bottles, along with Pharrell Williams, who turned out to be a small ocean-floor recycling plant Bionic Yarn. The goal of the collection is to move to a new level of consumption of things: to dress and fight pollution, in this case - with plastic bottles. G-Star RAW introduced womens and mens clothes that cost in the range of $ 100-200, but make the world a better place.
The Italian brand IURI has taken on the task of creating high-quality and non-trivial socks - this niche is still not occupied by European brands and, moreover, is potentially commercially successful. Thus, the brand produces, on Italian machines, minimalist socks and knee-highs made of Egyptian cotton, thin and elastic, with a contrasting geometric bold. Things cost 20 euros and are sold in several countries, as well as on the brand's website. IURI's advertising campaigns are reminiscent of American Apparel. It can be assumed that the brand's designer will soon add other everyday underwear and bodysuits to the line.
Six months ago, we wrote about the Swede Jimi Rus, who founded a personalized brand in Florence, which took up the production of T-shirts. They are made almost entirely by hand and decorated with sloppy wrong stitching embroidery, reminiscent of pencil strokes. Rus came up with a machine that applies embroidery in a special, as if manual, technique, but the designer completes each embroidery independently. In the new season, in addition to T-shirts, the designer presented shirts with embroidery with flamingos and patches - all made of natural cotton.Shirts cost around 100 euros, and T-shirts are even cheaper.
Crash Baggage Italians create suitcases from plastic, which crumples beautifully during processing, resulting in a luggage bag of an unusual, but minimalistic design. The brand seems to have managed to take into account all the requirements that apply to an ideal suitcase, except for the original design: the suitcases are durable and weigh no more than two kilograms. The two-wheeled bags are available in four different sizes and colors, from beige to aquamarine. They certainly won't pass by on the baggage claim. They cost around 200 euros.
Goose Tech, an Italian brand of transparent jackets, down jackets, bomber jackets and parkas, was launched two years ago and presented in Milan this March. Goose Tech produces jackets for women and men, the shell of which is made of transparent polyurethane, inside it is pressed goose down dyed in different colors. The jackets turned out to be warm, hypoallergenic, waterproof, and besides, they protect from ultraviolet radiation and fire - which means that in winter you can sit comfortably by the fire.
Philippe Brie from Germany launched the accessories brand in 2012. He managed to create what seems to be the perfect bags for women and men, wallets and backpacks from high quality soft vegetable tanned leather. The bags are good for their Scandinavian minimalism: no unnecessary details and excellent handcrafted quality. It seems that these are the most difficult bags and backpacks to find in stores. Available in pastel and monochrome colors ranging from dusty pink to warm brown. On average, bags and backpacks cost 500 euros. So far, only UK Style buys the brand from Russian stores.
A separate corner at Pitti Uomo this season was dedicated to optical manufacturers and was called Pop-Eye. One of the most innovative in terms of design and technology is the brand, which was founded by Portuguese designer Pedro Silva a couple of months ago in Berlin. Under the VAVA brand, Pedro features futuristic design glasses with clean rim lines. Inspired by Pedro's Detroit techno, industrial design of the Bauhaus school in the 80s, and this year arranges an installation of glasses on one of the dance floors of the Sónar festival in Barcelona together with the artists Boris Chimp 504. Each pair of glasses is handmade in Italy and costs about 500 euros. The frame uses sustainable cellulose acetate that can be recycled, and the lenses use crystal lenses from Barberini, one of the first optics companies to be eco-certified (zero waste). You can find VAVA glasses in concept stores all over the world: in Berlin, Madrid (Suus), Milan (DAAD Dantone), New York.