Today is the birthday of our Earth. 50 years have passed since the then US President, John Fitzgerald Kennedy, established World Earth Day. A holiday to which all industrial and non-industrial sectors respond, and also fashion in its own way, which turns to the green to respond to the requests of consumers who are increasingly attentive, celebrating Earth Day 2020 with themed capsule collections, initiatives supportive and brand responsibility in the name of sustainability.
Oltre presents A Green Story, a 14-piece capsule made ecologically. The production processes guarantee a reduction in water consumption of 95% and chemical products by 90%. Patrizia Pepe instead launches her Emo Tees, t-shirts and sweatshirts with an eco-friendly spirit in 100% organic cotton. Napapijri continues its eco commitment started in 2019 with the creation of the first fully recyclable jacket in ECONYL® regenerated Nylon 6, while Freddy focuses on eco-friendly garments for training at home and beyond, made with the Br4TM technology that uses polyamide 100% bio-based obtained from the castor plant. Intimissimi, for spring summer 2020 launches Green Collection, a line of underwear, pajamas and knitwear in certified fibers, with low environmental impact. Focusing on sustainable jewelry is Pomellato, which for the Earth Day 2020 creates Denim Lapislazzuli, the capsule made of Fairmined certified rose gold.
When it comes to environmental responsibility, we cannot name the champion Stella McCartney, who since 2011 has been aiming for a more friendly fashion. “This is the future of fashion, it is not just a trend” says the designer, presenting in detail the spring summer 2020 collection, the greenest ever, with over 78% of garments and accessories made of eco materials.