The way in which we have produced, consumed and conceived clothing is no longer sustainable. This is why we need a revolution.
Could sustainable fashion really exist?
Sustainability and fashion are two opposite words at first sight, since one refers by definition to lasting concepts, while the other refers to a temporary and constantly changing idea.
That explains why we must be very careful during the design phase, which also has to be sustainable. Rifò wants to create clothes that are versatile and qualitative, enhancing the details to make them unique.
We are against programmed obsolescence, especially in the fashion industry.
Does that explain your presales mechanism?
Yes, it does. When we launch a new product we put it on pre-sale in order to understand the market demands and avoid overproduction.
Producing small quantities also allows us to control the production chainas well as its quality. Ethical fashion for us is also let the craftsmen work respecting their needs and their time table.
Moreover, this way we are able to listen to people and understand which needs they really have, taking them into consideration for our production. The pre-sale system allows us to create a sustainable clothing collection looking up to our territory and the people who work there.
Circular economy automatically means sustainability?
Establishing a circular economy process is not enough to solve the issue of overproduction.
If production exceeds demand, there will always be an unsold quantity that could turn into a massive amount of waste.
According to Rifò, a sustainable circular production must also be ecological, simple and fast, including a small stock that meets the real needs of customers.
Where could we find a solution?
We at Rifò think that the solution lies in recycling of clothes that otherwise would end up in a landfill or incinerator, transforming them into new resources. But that's not enough.
According to us, sustainable fashion has to be emotional. It means that we should give value to what we wear: don't forget it, don't waste it, try to repair it, readjust it to a different use. When repairing is no longer possible, then we can recycle our garment to give it a new life, a new meaning.
Who has never had an old sweater that belonged to grandma that we don't want to throw away? Since we are used to replace immediately something broken with a new product, we seem to have lost the ability to establish this bond.
Why we need a more sustainable fashion industry?
We've reached a saturation point in the fashion industry. There are two main problems:
1) Overproduction: produciamo molto di più rispetto a quello che effffettivamente viene comprato. We produce much more than what we really buy. Traditional clothing companies do not know how to dispose the unsold stock, which is very often thrown away because compant don't want to create a devaluation of the goods.
2) Over-consumption: we consume much more than we actually need. We are encouraged to buy by the fast fashion system that affects our lives and invites us to buy more than we need.
This system is no longer sustainable because it leads us to consume resources without producing something actually usefull. Besides, it is no longer ethical because we do not know how and who makes the clothes we buy.