A few days ago, browsing on Instagram, I noticed a post by Rifò, the brand of clothing and accessories made with regenerated fabrics, which we talked about a few months ago interviewing its founder Niccolò Cipriani.

The post tickled curiosity. The image was this:

and the text said: “everyone talks about sustainable fashion but how many really put it into practice? On February 5th we will launch Project X and it will be the first collaborative circular economy project in Italy, where everyone contributes to make the fashion industry more sustainable.”

February 5th arrived and the mysterious Project X was unveiled yesterday at the Naturasì store in Prato, where Rifò is also based. What is it about? It’s called ‘Re-Think your jeans’ and is a pilot project of a collaborative circular economy that will allow you to insert the jeans you no longer use in the regeneration process, helping to put into practice the principles of ethical and sustainable fashion. All garments from 95 to 100% denim cotton are compatible with the collection, with a tolerance of up to 5% of other fibers and elastane.

Everyone can participate by bringing their own jean or jeans to one of the collection points that are currently in the Naturasì stores in Prato, Pistoia, Lucca and Parma, therefore, it is an initiative that, being in its first phase, remains limited to some areas but which can also be replicated in other Italian cities if successful.

Jeans must be selected paying attention to the composition, then taken to the appropriate boxes at the NaturaSì collection points that join the initiative in exchange for a 10 € discount voucher to be spent in the Rifò online shop. Bring more than 3 pairs of jeans you will receive a free regenerated denim cotton shopper.

And after, what happens? The old jeans are selected by Recooper, a network of social cooperatives that deals with the selection of used clothes, to be included in the regeneration process that involves their fraying and transformation into new fiber. After that, the Prato-based company Pinori Filati will translate them into new yarn with which sustainable garments will be produced, such as those already on sale on the Rifò online store.

Hence Project X is unveiled, a beautiful initiative that unites multiple, different but with a single purpose realities, that of operating for a more sustainable, anti-waste fashion that enhances the realities of a territory. The hope is that the project will work and that it can be extended to all of Italy, indeed, each of us can involve other people and talk about the project to the Naturasì stores in their area. Then yes, that we can talk about collaborative circular economy!

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