In an age where the future of our planet is a growing concern, communicating the importance and value of sustainability is of the utmost importance. When it comes to clothing, however, encouraging and implementing environmentally sustainable practices can be challenging for both producers and consumers. Thankfully, a number of disruptive game-changers in the industry are responding to these global pressures by developing new and less damaging production methods.
One of the brands committed to working in this way is the Italian wool manufacturer Reda. Founded in 1865 by Piedmont entrepreneur Carlo Reda, the Biella-based mill pledged to uphold a zero-waste philosophy in 2004 and has since made incredible efforts to ensure its fabrics are produced according to strict standards of environmental sustainability.
“To produce a kilo of wool requires about 300 litres of water,” says Ercole Botto Poala, CEO of Reda, “but we only use around half of it in the final product.” As such, the family-run mill has committed to recovering and reusing as much of its water waste as possible in the production process.
Using the same rationale, Reda equipped its mill with a photovoltaic system that produces its own electricity back in 2009. Every element that is used in the production of its fabrics is either recycled or repurposed. Clean electricity and carefully preserved water, paired with an efficient management of the production chain, are just some of the strategies employed in the pursuit of becoming a fully eco-friendly manufacturer.
Striking a balance between tradition and sustainability is at the centre of Reda’s new ad campaign. Titled Your Future is Our Present, the visually led project explores the relationship between nature and mankind, acting as the company’s declaration of intent and a concrete promise towards a more sustainable future.
Reda collaborated with Finnish photographer Christoffer Relander, who created four symbolic images, featuring portraits of the company's employees superimposed with scenes from nature, through double or triple exposures. Created within the camera itself and making no use of post-production techniques, the resulting artwork depicts timeless atmospheres and anonymous identities. The portraits blend the faces of Reda’s ambassadors with leaves, trunks, roots and branches, but the brand's wool garments take centre stage in each image.
Accompanied by the hashtag #redapeople, the campaign aims to celebrate the steps the brand has taken towards an eco-friendly future. In 2004, Reda became the first wool mill in the world to obtain the EMAS certification for the continuous improvement of its environmental performance. In 2019, the the brand reached another achievement in the field of sustainability and animal welfare by drawing up an Environmental Product Declaration (EPD), which certifies the environmental impact of the company in creating its textiles. Further certifications of transparency and the safety of its fabrics with high ecotoxicological standards have been assigned to the brand over the years.
At the 29th Milano Unica trade fair, a recycled carded flannel was presented as the centrepiece of the new collection by Reda Flexo – a line of smart stretch fabrics that blends innovation and technological experimentation with a deep respect for the environment. These are the values the historic Italian mill is determined to bring forward and continue to implement in the future.
Find out more about Reda's commitment to the environment at reda1865.com
