What does ethical clothing mean according to Rifò?
We define ethical clothing following three main values: quality, sustainability and responsibility.
We think that we have reached a point where we need to rethink our way of producing and consuming goods, promoting slow fashion processes instead of fast fashion ones.
Available sources are limited so we need to find the most eﬀicient way to handle them and reuse them again.
Circular economy for us is not automatically linked with sustainability if it is not associated to a responsible Km 0 production.
Why, according to Rifò, is there the need of a more sustainable fashion system?
Today we have reached a saturation point, mostly in the fashion branch, where two main problems exist:
When there is much more production than the eﬀective needs. Clothing companies are full of unsold clothes whose they are unable to dispose of.
When consumption is bigger than the real necessities.
This happens because every day fast fashion industry pushes us to buy much more products than what we really need.
The problem is that this system is not more acceptable because it brings us to consume our limited sources to produce something that will never be really used. Sustainable fashion for us is a logic solution, we use resources that otherwise would be wasted.
Where may we ﬁnd a solution?
The solution may be in reusing clothes that otherwise would end in a dump or in a incinerator, but this is not enough.
To us, sustainable fashion realizes in creating a relationship or a feeling towards what we wear: not forgetting it, not throwing it away, trying to repair it or readjusting it for a diﬀerent use.
Just like we used to do with our grandmother’s sweater: we were so bond to it than we tried in any way to fix it rather than throwing it away.
When repairing is no more possible we can always recycle our clothes to give them a new life, maintaining their memory.
Unfortunately today we have lost this kind of bond between our garments and us. This is because we are now used to immediately replace something broken with a new product, giving up to grow fond to it.
Why do you say that circular economy is not always linked with sustainability?
Adopting a circular economy process is not suﬀicient to solve overproduction problems.
For example: in a circular economy system, if you produce 100 clothes but you only sell 40 of them you have a notable amount of garments left that you are unable to sell on the market. So it probably will become waste soon.
According to us a circular economy company, to be called “sustainable”, must have a simple and fast production, including a little stock in the warehouse reflecting the needs of its own clients, just like we are doing with Rifò. In conclusion, in our opinion sustainable fashion must be linked to a rational and responsible sourcing.
Is that the reason why you usually offer your products in pre-sale?
When we launch a new product we usually put it in a pre-sale so that we can understand the actual demand of the market, avoiding to produce more than it is needed.
This pre-sale system allows us to follow the production better, focusing more on the item of clothing and its quality.
Moreover, with this way of pre-selling we understand which are the real necessities and the tastes of people, taking them in consideration for our production.
Can fashion and sustainability go hand in hand? Can sustainable fashion really exist?
Yes but it takes to be very careful in the designing phase.
We try to create clothes that can be used in many diﬀerent situations by our clients, moreover we always care about fashion details that can make our items unique.
Sustainability and fashion are apparently two opposite terms because the first one gives an idea of long-lasting while the second refers to something temporary and constantly changing.
We are committed to oﬀer to our clients the possibility to buy an apparel of clothing that could be worn in diﬀerent occasions.
We are firmly against planned obsolescence, especially in the fashion system.