In today's article I want to tell you a little about a company that has caught my attention recently. This is Rifò, a sustainable fashion brand that, like me, is originally from Prato, Italy. Prato is a city with an important history in the world of textiles, and I am very excited to see that Rifò is continuing this tradition and culture with a modern approach.

The brand has a proposal that I found very interesting. Unlike most of today's clothing brands, they are very careful about their environmental impact, so they have many ways to minimize their pollution and to recycle materials.

The main way they make their clothes is with materials that come from other clothes.

Their process breaks these garments back down to their raw materials and uses them to create new products, so the use of new materials that have to be created from scratch is greatly reduced. In addition, these new garments are made by textile artisans from the region, thus helping to keep this industry alive in the region.

Another way they minimize their environmental impact is that all their clothes are on pre-sale, with a small discount, a few weeks before they are made. Thus, based on the pre-sale interest, they can better calculate their manufacturing orders, so they do not end up with many products that were not sold and that would only pollute.

This idea surprised me a lot because I think it could be very applicable to big "fast fashion" brands. Of course, an important part of the success of these stores comes from the immediacy with which you can get their products, but if these brands tried to put their products on pre-sale with discounts, they could have much more awareness of how much product to manufacture and ultimately they would develop a captive audience that’s always waiting for new products to get them at a slightly reduced price before they are available in stores for everyone.

I am very happy to see that a company from Prato is doing its part to improve the impact that fashion brands have on the environment and I am proud to see that they are becoming more and more recognized internationally.