SPOTLIGHT – WRÅDMatteo Ward (co-founder and CEO), Silvia Giovanardi (creative director) and Victor Santiago (art and talent director) are three young entrepreneurs and the creative minds behind WRÅD, which is not only an emerging brand, but a real movement that acts as a spokesperson for important issues aimed at triggering a sustainable revolution in the fashion world.
“Our goal now, with the movement, with the purpose brand but also through technological innovation which we will continue to explore and propose to much bigger companies than ours, is to raise consumer awareness through a sense of belonging”.
The brand has won the prestigious RedDot Design Award for sustainable innovation in fashion thanks to GRAPHI-TEE, the very Italian t-shirt that recaptures tradition by focusing on circular economy. The dyeing process with recycled graphite uses a technique handed down over the centuries by inhabitants of Monterosso Calabro, a small town in the province of Vibo Valentia where the only Italian graphite mine is located. The result is a quality, non-toxic and particularly soft product made of GOTS-certified organic cotton jersey. In addition, a research program has led to the development of the g_pwdr technology, with ItalDenim and Alisea Recycling Projects, which reduces the environmental footprint of denim production in the dyeing phase by 94% in terms of water consumption, CO2 emissions and use of chemicals.
WRÅD recently presented the innovative and very fragrant Mint Fibre collection, made with a fibre obtained from mint and developed in synergy with Walter Corriga of Tessile EcoBio.