We talked about continuously. Fashion pollutes, contributes negatively to climate change. 5 Preview has decided to turn the page. But concretely. Without rhetoric and glossy images, the brand, born in a foreground of a building in Rome, where its founder, Emeli Mårtensson lived, focuses on the motto make a change. To change. Not only at the material level, but also within the working environment. Eco-sustainability at all levels.
Inside the offices, 5 Preview Studios recycle paper and plastic, but they also discuss whether or not to take the plane to move. At face-to-face meetings in distant lands, they favor technology gifts and use Skype. Obviously the brand’s production is not like that of the big names, which boast millions of garments made per collection. Those of 5 Preview amount to around eighty thousand garments per year. However, if they were conceived in a way that was not responsible for the environment, they would be equally harmful. That’s why they ask the producers to do only what the buyers have ordered, thus avoiding inventories.
We like to think that the Scandinavian team reflects these aspects on a daily basis. Moreover, the situation is very serious. We can all realize it: a few days ago the temperature in Milan reached 22 degrees, and we are not even in mid-March. In theory it is winter. That of 5 Preview, then, is an example of how things should be done. Ethics able to prevail. This is also demonstrated by the initiative to donate the few unused garments to the struggling women of Stockholm, where the brand is based.
On social platforms, they give advice on how to wash clothes – produced in Sweden, China (hopefully in a controlled and responsible manner), Italy and Portugal – to pollute and waste water as little as possible. In 2016, as everyone rushes to experience Black Friday, the company differs from it publicly. Another milestone is the choice in 2019 to no longer use the plastic bag for packaging and to replace it with a corn starch. By 2020, instead they are aiming to make organic cotton t-shirts. Further step after that of recycle the chemicals inside a closed system, so as not to pollute the environment.
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