Milan Design Week: econtamination

The Design Week – Fuorisalone – is clearly the biggest event in Milan. Hundreds of thousands of people arrive from all over the world to enjoy a very democratic series of events, taking place in many different corners and contests of the City. A visitor, expert or simply curious, can enter and have a look in any showroom, space, event or other setting realized in the most temporary way possible. Many are the year long activities – from car service to artisan laboratories to shops – that close down for the Fuorisalone to rent out their spaces to some design company, collective or super brands.

In this interesting, original and chaotic atmosphere many are the initiatives where sustainability is at the root of design. We have visited the ones where the connection with fashion is stronger and since in these last years many designers have approached fashion more and more, the events to be visited are quite a few.

Econtamination is a relatively small but interesting event organized by equology – marketing and communication. Few of the brands present are either well known or interesting new entries.

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  • Beyondskin: this is probably the first time we see this UK brand in Italy. They showcased some of their shoes from the 2011 P/E collection, of course made with their special 100% recycled PET microfiber. Fresh design and attractive colours and always a nice and simple feminine touch.
  • Campeche: not at all a new entry but more and more and established certainty (see Campeche: from the past to a sustainable future). Beside the usual range of pastel colored scarves – few new summery designs available – they showcased a new line in bourette silk (in collaboration with a swiss producer) and new jacquard patterns cloth dyed – a newly introduced technique in their plant.
  • Ecoist: Another new entry in the Italian scenario. This US based company produces stylish bags and fashion accessories exclusively made with recycled chocolate bar wrappings, magazines, and many other waste materials.
  • Hell’s Kitchen: Not at all new to Ethicalista (see Tire Tubes… the italian way) presented most of their collection from the helmets – the only certified made in recycled tyre rubber in the world – as well as their notebooks and agendas lines together with HK Teck for technology addicted people who always carry a computer. Very interesting their larger bags made with an external thin layer of micro punched rubber that shows the coloured surface underneath.
  • Mitzica: a rather new brand from designer Alice Salmeri. The brand started in Palermo in 2008 using recycled fabrics produced with local workforce.
  • UroboroDesign: The use of cardboard for making design furniture is not new but the innovative lines and forms implemented by this brand gives to the entire range a fresh and original look. Beside this elements Uroboro presents an interesting line of fashion accessories all made with recycled tyre tubes, always etnochic, alternative, elegant and eye-catching. This range should definitely be added to the Tire Tubes… the italian way post.
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