What will you produce?
I will transform and sell natural fibres for a quality textile production, promoting sustainability in fashion and furnishings.
Fast fashion has become to fashion what fast food is to food: it has destroyed diversity, flattened and accelerated consumption, making us lose the sense of taste and, most importantly, the perception of true, absolute and ethical quality.
The pleasure mankind finds in beautiful and comfortable things has developed through a slow centuries-long process, and is the result of the combination of usefulness, quality, tradition and taste.
However, observing the evolution of the different forms of human expression (from art to architecture, from cooking to fashion), it has today become difficult to find a link between them and the essential needs that generated them; we have in fact lost the sense of the fine balance that must exist between beauty, usefulness and sustainability.
Man’s frenetic progress has led us to face a new concept pervading the world now more than ever: consumerism.
In spite of the acceleration in consumption, the production of natural textile fibres, the ones man has gathered for thousands of years to clothe themselves, has been constantly reducing, due to the introduction of man-made fibres, i.e. fibres not existing in nature, chemically created by man, artificial fibres which, unfortunately, have caused the terrible problem of pollution by microplastics.
We can’t oppose man’s evolution, and it’s therefore not possible to completely eradicate consumerism; we can, however, change its course, connecting aesthetics and ethics again, through a more informed consumption of products intrinsically linked to their origins and able to arouse emotions because they convey fundamental values like ‘naturalness’.
It’s absolutely necessary that mankind use its intelligence to restore perfect harmony with nature.
Consuming better and in a more natural and fair way can also mean allowing more and more people to enjoy quality, beauty and pleasure.
This is what I want to promote.
Elena Schneider*
