Esketic: the Prato-based brand that focuses on sustainable fashion, in step with the times.

This company focuses on ethical production, which essentially means: producing without wasting raw materials, reusing them, and keeping costs low for the consumer. A challenging challenge, but one that can be overcome. Here's how.

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ESKETIC SUSTAINABLE FASHION

Rethinking the fashion and throw some sustainable and affordable garmentsThese are the principles of Esketic, a Prato-based brand that launched its online sales in July 2018. The brand offers numerous products whose uniqueness lies in their manufacturing: the fabric is made from regenerated wool, an animal protein fiber. This fiber, in addition to providing true protection from the cold, has the unique ability to be reused to create other products. Garments that are safe not only for the environment, but also for the consumer.

ESKETIC SUSTAINABLE FASHION

All this is possible thanks to technologies and know-how that have existed in the Prato textile district for over 100 years. Sustainable are even the buttons which are made from recycled materials. Furthermore, the accessories offered have also aligned with Esketic's philosophy and use recycled fibers to create new shapes and new lives.

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ESKETIC SUSTAINABLE FASHION3

REGENERATED WOOL

The linear production model, which extracts resources, produces, consumes and throws away, has led to the reckless exploitation of raw materials, thus generating a quantity of waste that undermine the ecosystem and the planet's ability to absorb and dispose of waste. Esketic wants to counter this trend and launch a message of ethics. It is no coincidence, the managers explain, that the E of Esketic stands for Etic, for "re-thought and re-cycled" products. The idea is to stimulate the consumer not to abandon the product in landfill, once it has reached the end of its useful life, but to deposit it in one of the many collection centers available in the area. This allows you to give new life to the garments and embrace aThe circular economy A comprehensive approach that turns waste into input for new production. A trend that in recent years has become a full-fledged business.

The sustainable fashion market is a new sector that has been growing over the years. And it's a topic of discussion globally at all levels: from luxury to fast fashion, the question of how to reduce the environmental and social impact of the production chain is an ongoing one. These issues can give rise to new stimuli for entrepreneurial initiativesThe number of consumers who care about the health of the planet is growing. According to the latest data from Lyst, a leading fashion search engine, sustainability on the catwalk has gone from trend to reality. Northern European countries are leading the way, but attention in Italy too towards the theme she is very tallBy 2030, it is estimated that the fashion industry will generate 16 billion a year thanks to the use of sustainable practices.

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FASHION TO PROTECT SPECIES AT RISK OF EXTINCTION

The brand ambassador is a polar bear wearing an Esketic coat, a strong image that makes us reflect on the problem of species at risk of extinction and on the issue of respect for nature biodiversity. In addition to this, Esketic wants to combat the problem of fast fashion which is the second most polluting agent after gas and oil. For this reason, production uses materials and measures that lead to the creation of ethical garments. This definition begins with the materials used and is also reflected in the prices, which the company aims to keep affordable.

ENVIRONMENTALLY FRIENDLY FASHION

Furthermore, one of the lines of coats was designed by the students of the “Brunelleschi” art high school in Montemurlo, who took part in a real contest of ideas that saw them at work within the “School-work alternation” project. student involvement It allows younger generations to become more aware of issues like sustainable fashion. This is essential for raising awareness, starting with the youngest generations.

The photos are taken from the Facebook page of Esketic.

The project is competing for the 2019 edition of the Non Sprecare Award. To learn more about the competition and participate, go to here!

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