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Guide

Four brands for nature

On the first day of Pitti Uomo, we give you more on four selected Scandinavian exhibitors with a conscious mind.

Words Johan Magnusson

A Conscious Mind

Uniforms For The Dedicated is more than a strong brand name – the team behind the Swedish clothing line also walk the talk and exhibit real dedication when it comes to embracing eco-friendly practices and principles. Almost the entire collection features organic and bio-based fibres and sustainability is paramount.

The SS19 collection sees the introduction of a water-repellent trench coat made of recycled bottles and a trench jacket in organic cotton. The brand continuously supports projects and research involving bio-based polymer, fabrics based of vegetable oil or natural carbon dioxide and the clear ambition is to see even more sustainable practice in the collections yet to come. Uniforms For The Dedicated manages to combine solid eco credentials with street style and design-conscious minimalism.

Uniforms For The Dedicated – Arena Strozzi 63


The Future of Underwear

In 2015, after tiring of regularly buying, wearing, washing and throwing away their overpriced big branded underwear, four Danish guys founded Organic Basics. This year, aiming to clean up the dirty fashion industry, the sustainable underwear brand launched a new line of underwear called SilverTech 2.0, short and long sleeve t-shirts that you can wear more and wash less.

The line of garments is made with seamlessly knitted and mechanically-recycled materials that are durable and odour-killing. The 100 per cent sustainable textiles are developed in Italy from post-industrial fibre, yarn from spinning factories and waste from weaving mills. All the underwear and tees are made with 100 per cent recycled nylon, a moisture-wicking fabric that is also treated with Polygiene – a sustainable, low-concentration recycled silver chloride treatment that makes them powerfully anti-microbial, without damaging the environment. By using sustainable materials, they reduce the need to wash clothes.

Organics Basics – Arena Strozzi 63


Dedicated to Sustainability

Swedish label Dedicated is one of the world’s leading players in sustainable apparel, developing new eco-friendly fabrics and products every season.

For SS19, Dedicated gets on board with the global lyocell fibre explosion (158 per cent growth during 2017) with Hawaiian shirts made of lyocell or Tencel – a sustainable fabric, regenerated from wood cellulose. The new swim- wear and windbreaker series are made from recycled polyethylene terephthalate (PET) bottles and Global Recycle Standard (GRS) certified polyester.

Dedicated – I Play 53


Soul to Sole

Following the great success had with a special capsule collection designed by André 3000, shoe and activewear label Tretorn returns to its roots for the next Spring/Summer line. Tretorn launched its first sneakers back in 1900 – way ahead of many of the world’s major sneaker brands – and this year, celebrating the company’s 125th anniversary, Tretorn is re-introducing the original sneaker along with new versions of three iconic models; Tournament (from 1955), Racquet (1961), and Nylite (1967).

For this special project Tretorn has teamed up with Tantech – a leading eco leather and suede supplier who produces materials with less water consumption and where the skin is traceable all the way back to the cow. The incredibly comfortable sole is made of natural and recycled rubber in three vulcanised layers for extra durability.

Tretorn – Cavaniglia 48

Tretorn, Cavaniglia 48
Uniforms For The Dedicated, Arena Strozzi 63
Organic Basics, Arena Strozzi 63
Dedicated, I Play 53