Why C.L.A.S.S. Says Sustainability is More Than Knowing Where Materials Come From
When an entire organization is centered around sustainability in materials, it pays to find out what its CEO thinks of where the sector is headed.
That’s why Carved in Blue caught up with Giusy Bettoni, CEO of C.L.A.S.S., a global resource for smart material innovation, education, marketing and communication.
It’s about rethinking design for today’s more socially responsible world. Find out what Giusy is most excited about where sustainability is concerned.
Carved in Blue: What do you think companies are missing about sustainability?
Giusy: Reading latest surveys, it looks like companies are not listening about the deep and serious needs from the consumer to get nice outfits, with appropriate performance and clear measurable responsible values. This is called responsible innovation and it is the latest boundary of technology. So, a huge business opportunity seems to be missed. Of course, we are not talking about greenwashing…that’s quite abundant!
Carved in Blue: What’s C.L.A.S.S. working on these days?
Giusy: On top of looking always to the latest smart innovations that can be a fiber, a process, a yarn or a new material, we are very serious about supporting in a concrete way the new generation of operators in our market: from designers, merchandisers, product responsible newcomers or students. All people that have already a different mindset. You do not need to explain why they need to integrate the value of responsibility into fashion or to use the circular economy approach. You need to give them the right tools: materials, how to select them from all perspectives, how to treat them and how to talk, promote them. At C.L.A.S.S. we have a complete package of activities dedicated to these needs. We have Action Sessions, E-commerce, University Packages, Activate Change Workshops and Executive Workshops.
Starting with the Action Session, a key moment, taking place in a fashion capital in partnership with a local entity aligned with our mission, of sharing a decade of C.L.A.S.S. expertise in the integration of responsibility into fashion collections. An introduction to circular economy approach to activate the new generation of fashion designers. Continuing with the E-commerce, a real solution to foster emerging businesses and have a chance to develop a scalable responsible business by sourcing selected partner materials from 1 meter up to 50 meters. Then, the University Package, a support tool that introduces smart materials with sustainable credentials (on site expert presentation at university, one C.L.A.S.S. Education Smart Kit: a selection of the most interesting fabrics that represent the excellence in “smart innovation”). Continuing with the Activate Change Workshops, a customized interactive three-days training workshop that aims to boost knowledge in responsible materials, design thinking, strategic communication and textile apparel supply chain, with sustainable credentials. The Activate Change Workshop will include visits at textile Italian production companies that are at the forefront of innovation and responsibility. And closing with the Executive Workshops, customized one-day interactive workshop, specializing in smart design, hands-on innovative material research and strategic communication to cultivate leaders and empower your design, merchandising and production team. Stay tuned with our website newsletter with the next appointments.
Carved in Blue: At C.L.A.S.S., what’s your position on sustainable materials?
Giusy: For us sustainable means: A very design-driven beautiful product, that has the correct performance and it is able to be also responsible at the same time. We call it responsible or smart innovation. What does responsible mean to us? It starts with knowing how the company that produces it operates, but for sure biopolymers are really useful as they allow savings in terms of C02, water, energy, chemicals as well as respect for animal and social values. Certifications or analysis are needed to prove that what we say about the product has been measured, it is not just an empty declaration. We know sustainability is not about perfection or ticking all these items at once, but communicating where we stand for each one of these values, will help the buyers or the consumers to choose in an informed way. And, last but not least, sustainable does not mean only knowing where materials are coming from, and how they are made, but also their end of life! There are completely new design strategies based on this objective.
Carved in Blue: What’s next for sustainable materials?
Giusy: It is a very exciting moment, we have natural materials that are going through an evaluation about their whole supply chain, so traceability and transparency have become important for them as well. We have transformed materials that have so many interesting values and unique processes behind. And closing with innovative materials, where no boundaries can stop experimentations and advanced responsible solutions. BUT we need to have clear information and measurement about each one new generation of values for a contemporary consumer are important, but only if they are true.
Carved in Blue: What sustainable innovations are you most excited about?
Giusy: Very difficult to choose as each one has specific role and contribute to different creative or performing innovative solutions. But for sure biopolymers are really fascinating when there is a responsible, transparent efficient production company behind, a new solution and innovative solution that can really disrupt the system. Recycling is something we need to do, but the objective is the non-generation of waste, and end of life aligned with this need.
Carved in Blue: Where do you look for inspiration—is it a person, place, art?
Giusy: It is about everything, we need just the right attitude…to listen, to be careful, to look behind the conventional and the surface! New solutions that are looking to contemporary needs with responsibility.
Carved in Blue: What’s your first denim memory?
Giusy: That’s very easy and nice to remember. It was my first pair of Fiorucci jeans that I was able to buy on my own when I was 14. They were so amazing, and I was so proud I could get them thanks to little work I did during summer holidays.
Carved in Blue: What’s one thing in the denim industry you’d like to see go away?
Giusy: It’s fundamental that heavy chemicals and harmful processes with high environmental impact will be replaced by the so called “green chemistry” as well as by optimized processes that can allow reduced CO2 emissions and water and energy savings. But even more fundamental is to “prove” these values through a third-party accredited voice.
Carved in Blue: What does Carved in Blue mean to you?
Giusy: Carved in Blue is a really valuable platform, as sharing of information and education are fundamental. On top of this, the denim topic is definitely one of those that need to be addressed with big care and expertise. Carved in Blue is doing a fantastic job in addressing the theme by highlighting best practice examples as well as critical aspects of the industry.