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#PittiUomo: a smart, relaxed and environmentally-conscious fashion

Gentlemen, are you used to wearing squeezed jackets and short, close-fitting trousers? You can now leave them in the closet and change your style! The new (incoming) fashion willl be the triumph of comfort and a more relaxed look.

Nowdays, elegance means to have the chance to choose a size more in order to look more informal and relaxed, as the entrepreneur Brunello Cucinelli said, convinced that today the style is based on soft shapes, comfortable sweaters and wide striped shirts to revive the look.

Among the proposals, he suggests to wear a turtleneck even under the classic gilet. The strength of Italian men’s fashion is mixing the classicism of traditional fabrics with performing treatments. Claudio Marenzi, president and CEO of Herno, has introduced labels that explain the applied technologies and the performance of the fabrics, strictly Made in Italy.

In short, the classic will never be outdated but it is necessary to adapt the tradition to a changing world and to have the world at your hand you should just put the phone in your pocket to recharge it. The future is called smart wardrobe and the fabrics from Zegna are biodegradable and self-heating.

Also in terms of sustainability and defense of the environment, fashion is determined to get serious and among the new generation of entrepreneurs sensitive to this issue, Niccolò Ricci is in the front row. He reduced the waste in the leather goods sector of the florentine company by 20% and the energy consumption by 40%.

The sneakers of Yatay by Umberto De Marco use only renewable materials and upper in recycled fabric treated with water-based resins, Indian hemp strings, solvent-free lining and biodegradable rubber sole. Here it is a sneaker, strictly made in Italy, which goes into the washing machine.

The fashion industry is one of the most polluting in the world and, therefore, it has the responsibility of reorganizing the production chain in order to reduce the environmental impact. In order to play its part, De Marco, who works with One Tree Planted a non-profit association engaged in reforestation, will plant a tree for each pair of sneakers sold.

 

Mariella Milani

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