The time is now - the ethical fashion at Pitti Uomo 96

The Istituto Europeo di Design (IED) together with Detox - CID and Greenpeace Italia will present five eco-friendly collections during Pitti Immagine Uomo 96. Following the launch of The Time is Now! in January 2019, the project has reached the final phase: the collections will be presented on Tuesday 11 June in the Corte-Courtyard areas of the Palazzina Reale in Florence.

The work has been brought forward by a group of 15 creatives selected from among the third year IED students of the Fashion Design and Fashion Stylist Courses at the schools in Milan, Rome, Florence, Turin and Como. The group, under the Creative Direction of David Parisi and Alessia Crea, former IED students and co-founders of the Casamadre brand, received guidance during a first creative workshop and then during the phases dedicated to the development and finishing of the garments. The collections were made using fabrics supplied by the companies involved in Detox and selected as a result of the use of processes that are attentive to the environment, starting with the elimination of dangerous substances from their production cycles in accordance with Greenpeace’s Detox principles; moreover many of these fabrics were produced using recycled materials.