With environmentalism on the rise, new and veteran fashion brands are revisiting their practices to appeal to the evolving consciousness of today’s consumer. Vanta is a label built on sustainability, both in the way it constructs its garments as well as where it finds creative inspiration. Catch the details below on what it takes to build socially responsible business from the ground up.
Your brand takes on a critical stand towards the way we consume fashion and where our inspirations come from. Can you share the vision behind Vanta?
The vision of Vanta is to introduce people to a conscious consumption, showing them how waste material can change into a recycled product, even through sartorial labor. This means doing our best to create a world where we take better care of the environment, the resources of the planet and people. We are aware that this is a continuous commitment but we work hard to contribute to the solution. We believe insimplicity, not in complexity.
In many of your Instagram photos, you show random people holding up your garments instead of wearing them. How did this start?
This project started by chance, like so many other things. I thought it was something that would bringpeople together. If you think about it, before buying something, we always hold the garment up to see if itcould fit… So I thought of approaching passers-by in the street and their reactions were priceless.
On your social media, you often repeat the same ‘blank’ square, showing a swatch of texture instead of an image of garments. Can you explain this?
We made a precise choice by deciding to insert two columns with the same texture to communicate to ouronline audience that this brand was born from the street. The garments come from raw materials andtextile waste.
How do you feel the audience of sustainable consumers has grown recently, andhow do you see it evolving into the future?
Only recently has there been a particular awareness in the fashion world about sustainability, especiallyby young consumers who are very careful about what they buy. They are ready to put products that aremore mindful of the environment ahead of "fast fashion". I believe that this revolution is very positive andat the same time, representative of the current era. I see this concept evolving into something real and concrete, especially with the next generations who will be more accustomed to concepts like ecoawareness, recycling and waste reduction.
As a sustainable streetwear label, do you feel you have many competitors in the industry? Why or why not?
There are many brands that base their concept on sustainability. I believe that everyone finds their own space and their own way of understanding sustainability. In our case we give life to pieces of unusedjeans.
As a brand that uses discarded fabrics, how do you plan to scale your company as your popularity grows?
We hope that our project can reach as many people as possible and that our message translates. As ourteam grows, our focal point will always be the use and study of shapes, made from materials coming fromtextile waste.
What can we we expect from you in 2019?
We know that 2019 will be a very important year for Vanta as we have been invited to the next edition ofthe White Street Market in Milan to be held from January 12th - 14th in the Tortona district. For us, this will be a perfect opportunity to share the new FW 19-20 collection.
courtesy VANTA STUDIO
interview ANNA McCORRISTON
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