01 Dec WRAD for YOOX
The stars to light up the future of fashion.
What burns is not always evident and visible. Fire can hide in the hot coals for a long time before flaring up again. Some ideas act the same way. Sometimes an intuition builds up amidst total indifference, until it becomes an idea and, when it finds the right fuel, it explodes to the point of igniting actual revolutions.
There’s nothing stronger than the right idea at the right time. When the stars align, nothing is impossible.
From the intuition to give new life to materials, over twenty years ago, ALISEA was born.
When ALISEA was asked to give a second chance to graphite – industrial waste destined to be buried in landfills – PERPETUA the pencil was born. The only pencil produced in Italy, that allows to dispose of 15 grams of graphite while writing, soon became the ambassador – innovative and sustainable – of a message: a tangible item that can display intangible values.
When Perpetua joined the movement and purpose brand WRÅD, the GRAPHI-TEE™ was created: the only T-shirt in the world dyed with scrap graphite – the same used for PERPETUA – and winner of the Best of the Best 2017 award at the RedDot Design Award. YOOX, the lifestyle online store, leader in the world of fashion, design and art, in 2009 launches YOOXIGEN, the YOOX area concerning environmental and social responsibility, born with the objective to spread awareness to the consumer. When YOOXIGEN AND WRÅD meet, the stars align and the forces come together.
WRÅDoscope is born, where stars shine on the future – sustainable and innovative – of fashion. A capsule collection of twelve t-shirts, genderless, personalized with exclusive graphics, featuring the zodiac signs and horoscopes, studied to invite us to live a more conscious and sustainable 2018 also towards the fashion system. Every T-shirt comes with a special edition of PERPETUA the pencil. The project WRÅDoscope proposes to give another tool to consumers that want to become an active part of the revolution process of the fashion system.
The purpose of WRÅDoscope is to inspire the market and reveal intangible values, of social and environmental nature, through tangible means. It seems as the circle closed, the circle opened by Alisea over two decades ago. Instead it’s a spiral that, at every turn, grows and improves over time. ALISEA, PERPETUA, WRÅD e YOOX, actors that share the same vision oriented towards a future where innovation serves sustainability, from a circular economy perspective.
Actors that unite their strength to amplify the impact of this idea and to be an active part of the fashion system’s revolution. WRÅDoscope is a special horoscope: it can’t read the future but invites to create it, through sustainability and innovation.
WRÅD: not just an innovative start-up
WRÅD is born as a cultural movement in Europe in 2015 and, since then, it grew to become a technologic innovator, developing a new circular and sustainable dye, that today is Patent Pending, and a purpose brand. WRÅD is co-founded by Matteo Ward, ex Sr. manager of Abercrombie and Fitch and co-chair of the A&F Diversity and Inclusion Council, Silvia Giovanardi, ex responsible for the graphic dept. of ETRO Men, and Victor Santiago, fashion photographer. In 2015 they leave their job to entertain the possibility to realize their vision of this industry, developing, synergistically, solutions that identify their manifesto: innovative, original, sustainable and accessible.
Not just fashion with WRÅD, but a new way, a new model of democratic business, inclusive and participative, where the consumer has the chance to become investor in products with a purpose.
«The fashion industry is one of the most polluting sector in the world, right behind the oil business. There is a serious problem of mismatched information when it comes to this world and its users. WRÅD's aim is to catalyze the growth of a smarter fashion industry, innovative and sustainable, generating awareness and inspiring the market to display intangible values through tangible products. Besides being a brand, it's also a lifestyle, for those that want to contribute to change» WRÅD.
GRAPHI-TEE™: the features
A design inspired by tradition thanks to the process of dyeing, that goes back to a technique handed down through the centuries from the inhabitants of Monterosso Calabro. To create GRAPHI-TEE™ the founders of WRÅD experimented this antique technique, recovering the scrap of graphite, otherwise destined to the landfills: this is how a new innovative material was created, g_pwdr®, composed by 60% of recycled powder, brought to liquid suspension. GRAPHI-TEE™ is the first t-shirt able to recover up to 10 grams of scrap graphite during the dyeing phase.
Graphite is a non-toxic carbon-based mineral and a natural lubricant, able to lend to the fabric developed for GRAPHI-TEE™ by Walter Corriga of Tessile EcoBio – a jersey jacquard made of organic cotton certified GOTS (Global Organic Textile Standard) – softness and uniqueness. GRAPHI-TEE™ was designed by Silvia Giovanardi, Creative Director and co-founder of WRÅD, and made in Rimini by TM Project.
YOOX, was founded in 2000, it’s the lifestyle online store leader in the world of fashion, design and art. YOOX offers an infinite selection of products, including: a wide selection of clothing and accessories for men and women from the most important designers in the world, a unique assortment of design items, exclusive collaborations with renowned international artists, brands that pay particular attention to social and environmental responsibility and children fashion.
Launched on Earth Day in 2009, YOOXYGEN is the YOOX area concerning environmental and social responsibility, born with the objective to spread awareness to the consumer. Thanks to its several collaborations with international organizations, like Green Cross International, and the projects developed with designers and influencers like Vivienne Westwood, Livia Firth and Amber Valletta, YOOXYGEN is a point of reference for responsible fashion consumers all over the world. 2017 represents a milestone for YOOXYGEN, announcing the partnership with The New School’s Parsons School of Design, that will encourage the utilization of sustainable practices in the fashion industry through educational activities and special collaborations.