November 27, 2021

Here are the smartest ideas seen at White

4 min read

The first edition of White Milano held as a physical show since the start of the pandemic registered successful results. The event, which took place in the Tortona area from September 23-26, 2021, welcomed 13,000 visitors of whom 85% are buyers, the show organizer reported.

Foreign buyers were not missing. Among them there were Lane Crawford from Miami and Los Angeles, The Webster Miami, Al Tayer Group, matchesfashion.com, Voo Berlin, Majid Al Futtaim from the United Arab Emirates and Cairo, Galeries LaFayette from the UAE and Apropos Koeln from Hamburg.

Massimiliano Bizzi, founder of White, said: “The unexpectedly particularly positive results of this edition reward the quality of the event’s work and new strategy, and make me proud of the connection with Milan, a city that has shown itself to be strong and responsive. What I planned more than a year ago–to put the various players of the fashion system in a network and in dialogue–is finally taking shape. We don’t simply want to talk about restarting and making a system, but about the will to do, and act, giving voice and visibility to both established and young brands, providing concrete tools to connect them to the business.”

Massimiliano Bizzi, founder, White Milano

Massimiliano Bizzi, founder, White Milano

How Regenesi regenerates jeans
Among most interesting examples of sustainable fashion brands seen at White was Regenesi. This brand offers a selection of bags made with recycled PET and with leather production remains. Along with them it also offered a line of bags and accessories made by recycling old jeans. This new project offers the opportunity for retailers and brands to recycle old unsold jeans into new products–including small quantities–and can also encourage consumers to bring their old jeans to a store and transform them into new bags.

Regenesi denim bags

Regenesi denim bags

Born to be re-worked
Re-Worked is a brand offering shirts, dresses for spring/summer and other pieces, and heavier items for fall/winter made by recycling vintage scarves and assembling them together. The result is one-of-a-kind pieces characterized by unique color and material mixes.

Re-Worked

Re-Worked

Dealing with research
Duarte focused on research materials. As part of its s/s 2022 collection, some of its sweater and trousers are made with Newlife, a 100% Made In Italy yarn completely created from post-consumer, traceable plastic bottles, and a unisex oversized bomber also crafted from Newlife and lined with 100% Bemberg by Asahi Kasei fabric by Gianni Crespi. Other pieces from the collection were made with Relast, a Candiani denim featuring the Roica by Asahi Kasei recycled stretch yarn.

Duarte moodboard

Duarte moodboard

Meeting by QR code
A new capsule collection of accessories and apparel is Izmee Collection by Istituto Marangoni, a new sustainable, seasonless, no gender project born as a partnership with the Milanese academy.
“Izmee was created to make the steel and plastic-free water bottle desirable, an everyday object with which to contribute to the well-being of the planet,” explained Enrico Accettola, founder of the brand and the Keepup Group Benefit Society. “The project has expanded to include a series of products where innovation is the most important factor in creating a positive impact.” The result is a capsule collection offering a streetwear and leisurewear total look mostly characterized by a QR code, each one different from the other that thanks to the app IZQ can be downloaded from the iOS and Android platforms. This way anyone can get connected via social networks with other owners of pieces of the same brand.

Izmee

Izmee

How Vivienne Westwood loves nature
The British designer’s eponymous label has long been involved in sustainable fashion projects. During White, it presented a jean and a matching jacket made with undyed denim that were later printed, and other denim outfits only rinsed once. For both, less water was used. It also presented bags produced by an African non-profit association supporting local people producing new bags from recycled leather production remains.

A code to stay alive
Yatay is a line of responsible sneakers that are 100% animal-free, vegan and recyclable and made with components obtained from recycled corn not grown for the food industry, but also from recycled plastic, tires and wood. Each shoe also carries a different number–the Yatay Code printed on each of their soles–that is associated with different environmental initiatives. For instance, for the Yatay Forest project for each sneaker pair that is bought, Yatay will plant a tree in the “Yatay forest.” For the Giveback project, thanks to each Yatay Code old Yatay’s shoe components will be able to be recycled sustainably.

Yatay

Yatay

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