ROICA™, SUPREME GREEN COTTON® and ECOSENSOR™ have joined forces to launch the new Imagining Sustainable Fashion Award, aiming to align the communication of fashion with new sustainability values. Until today, the communication of sustainability has been quite often too generic and sometime even misleading, far from the real new generation of values it can generate and that are speaking so loud to contemporary consumers.
Imagining Sustainable Fashion is one of the first answers to this challenge, a competition of ideas and creativity but also a ‘wake up call’ for companies that have made investments in innovation and responsible goals but do not communicate them. Takaaki Kondo, General Manager of ROICA™ Global Marketing Department of Asahi Kasei and headline sponsor, said: “We strongly believe that together with responsible innovation, communication is the key to bring sustainability to the next level: to inspire, educate, inform and allow both professionals and consumers to make the right choices.
“That’s why we decided to endorse the ‘Imagining Sustainable Fashion Award’ – it is time to be pioneer also in communication, and we are looking forward to discovering ideas, visions and projects of the participants of the competition,” he adds.
Giannis Tzortzis, SUPREME GREEN COTTON® Public Relations and Sales Manager at Varvaressos, adds: “I’m inviting all creative minds to join our efforts towards a sustainable, traceable and transparent fashion future. We decided to support Imagining Sustainable Fashion because we believe that communication is the key to bridge over today’s gap between intention and action. It is up to you to find extraordinary ways to engage people and inspire change.”
Last but not least, Mr. Hashimoto, senior manager director at Asahi Kasei Advance who run ECOSENSOR™ fabric collection, said: “A new set of values is born within the world of responsible fashion and textiles business. Consumers’ needs have moved towards new pillars such as traceability, transparency, water, energy, CO2 savings, material health and social values. In this perspective, innovation plays an important key role, as it makes it possible to achieve important objectives and targets from a sustainable point of view. But when it comes to communicate all these values, we still experience some difficulties nowadays. Imagining Sustainable Fashion Award is the opportunity to find the most effective way to spread this new era of consciousness.”
The project is a collaboration between Connecting Cultures, a non-profit research agency spearheading the Out of Fashion platform, and C.L.A.S.S., a smart platform that offers innovative tools for those directly interested in responsible fashion and textile business.
