Good morning everyone. I was born in 1977, I am 43 years old and a little something and now I will try to analyze how this has affected my way of perceiving and addressing certain topics.

The main topic in question will be sustainability, recycling and reuse.

We were addressing the theme of why in Italy there are no brands that have made sustainability their main flag, exposing the garments created with this principle at the forefront of shop windows and social media, explaining why this is important and how we can get there.

The question was whether the average Italian was prepared to take such a subject seriously and, if it is not, why. So I thought of myself and most of the people I know who are all if not peers, almost. And what do we have more in common than the period in which we were born and raised? A period of well-being in Italy, in which our families could begin to enjoy a certain wealth trying to transmit this mental status to us too. In the 1980s there was a certain boom, whether it was real or “pumped” no matter why at that time we guys lived with the first Japanese cartoons; then a certain vision of the future, pounding advertisements that pushed to buy useless but stylistically fascinating and structurally “forward” goods, super colorful and sweetened junk food.

On TV and in the cinema were proposed successful concepts related to cunning, ostentation, arrivalism, making it at any cost (I remind you of the series of cinepanettoni or films such as “An armchair for two” that speaks of everything but healthy principles but for 30 years italian cult film … do two counts). Not least the “PANINARI” movement remember? Brand to the nth power with the first ranks of fans and super visible and expensive items although often of good quality (but this is another story)

Those kids are currently 40-50 years old and have a cultural background like this: disposable, new and bigger, it’s better, all that’s not part of it is from losers or nerds. And somewhere this has remained at the bottom of us.

And don’t think this has escaped the market, what do you think certain campaigns are made for that exploit the nostalgia effect, who do you think is the target? US that we can now afford what we had to ask parents to buy us at the time.

However, now the members of this generation are also in the “command posts” of many companies, they have purchasing power and families. And all this will be partly influenced by that background, coming to some extent consciously or not even to children.

And so we come to the sustainability issue. I thought how long I hadn’t considered the sustainability factor or respect for the world system understood as ecology and your neighbor. It will be 4 years, not more, that I have been interested in this and I see the breadth of the implications it entails. On the one hand we still have a certain responsiveness and mental receptivity that helps us to accept certain concepts, but on the other hand we are among those that psychologically we are suffering the most from the impact of the collapse of a system, especially this year. The whole old background is collapsing, the squandering is no longer even imaginable for many and you realize how deeply everything has deeply influenced today’s world.

Web connections dictate that it is not just a pastime but you inform yourself and really become part of an interconnected world on all levels. We used to identify the “GREENS” as a community of strange naif fricchettoni, who were making a lot of unnecessary problems about a world system that they saw as absolutely distant and influential. It was superfluous and we have carried it with us until today since they still struggle to find space for these topics within advertising campaigns, within the objectives of the brands, within the same productions where quality is less and less important in quantity. And now, slowly, we’re realizing that “they” were probably right to deal with it first. And should we – we have to – question everything? Are we going to make it? And how many? And we’re going to be in time to do that? And our children, how and what will they take on board about this?

I say that we are in time, that we have the right head and knowledge to do it because we were born and raised at the turn of two crucial and fundamental historical moments for the planet and we must use this as a resource: to build the future also drawing from that past that we lived NOT TOO long ago. And it is better to get busy because, while we are here thinking that everything is not so important and many would like the commercial world to return after all this collapse as before, the rest of the globe goes on. It gives confidence to the vision of young brands, to new materials, to the rapprochement with concepts that had been given for drug dealing, such as the “second-hand”, the reuse or transformation of dated items into discounted articles.

I have already said it another time: we have long been the reference point of fashion and its evolution and maximum expression of quality but this primacy is not kept only by sleeping on our laurels. Other peoples are discovering this world and taking on a certain culture of beauty and well done, learning to be their own creators and ambassadors of wonder in the world.

Let’s get busy. We need to reform the culture of what is beautiful and well done (not only in terms of materials but also in terms of social responsibility) regardless of the brand stuck on it. And we have a responsibility to do that for our children as well.


Good steps and see you soon