Fashion and sustainability, two worlds that are becoming increasingly close knit, as clearly evidenced by the simple figure relating to the Google search for the term “sustainable fashion”, which has soared to 46% in the last six years.
That of international fashion houses is a form of sustainability which encounters the interests of a large slice of their target market – the Millennials – and which imposes an attentive research and selection also, and above all, upstream of the supply chain. Rather similarly to what is happening in the food industry, the great names of fashion have chosen not to settle for an approach to sustainability which is restricted to their own sphere of action; in order to offer authentically green garments, it has become indispensable for those same parameters to be respected and applied to raw materials and semi-processed goods.
In any case, the search for eco-sustainable suppliers in the textile industry (particularly that of Italy) is facilitated by the fact that, in more recent years, this particular branch of industry has focused on conforming to new parameters of sustainability, with many great brands committed to developing systems, technologies and regulations aimed at reducing their environmental impact. A choice dictated by ideological reasons but also backed up by considerations of an economic nature, since the textile industry is a great consumer of water and energy: investments which therefore translate into an advantage for the environment but also – when all is said and done – for the company balance sheet.
In this context, M.I.T.I. has managed to anticipate the general trend, so much so that it was the first Italian company to obtain Bluesign® certification in 2009, thanks to its low impact on the environment and on people; an eco-sustainable approach which has just been reconfirmed by the market launch of Green Soul, the first line of 100% sustainable stretch warp knit range of fabric made of recycled yarns.