Interview with Giusy Bettoni

Giusy Bettoni
Giusy Bettoni
CEO & Founder

We need to create long-lasting relationships
Creativity Lifestyle and Sustainable Synergy (CLASS) founded in 2007 by Giusy Bettoni is a unique multi-platform hub based in Milan. It specialises in integrating a new generation of eco values into fashion and lifestyle brands. Bettoni discusses technological breakthroughs and shares key areas in focus at the organisations' event on International Water Day.

Tell us about the sustainable brands and companies associated with CLASS now in comparison to when you started in 2007.

CLASS was launched as a unique multi-platform hub. It was the first to introduce the idea of a three-dimensional (3D) approach to fashion in changing the way we think about the fashion supply chain. The 3D approach means: creativity + innovation + responsibility, all offered in the same project thanks to the culture of the company behind it. The first aggregation of responsible material producers with design and innovation was built into their DNA. At that time, the aim was to demonstrate that sustainable materials were as good as conventional. Today, we have gone beyond. We can offer products that jointly embody creativity, innovation, responsibility and culture. Plus, consumers are now ready to perceive them in the right way.

Where do most materials curated in the CLASS libraries come from?

The majority of our partners are from Italy and Japan, countries that traditionally offer a premium mix of quality, innovation, design-and today-responsibility too in taking the lead in smart innovation. Interesting examples can also be found in the Porto region, Germany and France.

Which are the top responsible innovations in the field of textiles and fashion?

CLASS is proud to have been part of the creation and launch of two premium circular economy projects, that are also strongly connected with the topic of water savings.

One for wool: Re.Verso, launched in 2014, was the result of two years' dedication in the development of the concept and processes by three protagonists: Gucci, CLASS and Re.Verso. Together, we worked diligently to leverage the advantage that a new and unique supply chain could achieve in delivering more innovative yet responsible fashion materials. Re.Verso is the brand of a new, circular economy manufacturing system for wool and cashmere, developed by qualified partners and representing an advanced 100 per cent Made in Italy, integrated, transparent and traceable supply chain. Re.Verso means gathering, selection and processing of exclusive pre-consumer trimmings of already dyed wool and cashmere for the creation of yarns and fabrics for the fashion and contract sector. 

Re.Verso is an exclusive partner to which business can also give their wool and cashmere pre-consumer trimmings of woven and knits for business optimisation by targeting zero waste and a true circular economy. Re.Verso raw materials are Global Recycling Standard (GRS) and SA8000 certified; furthermore, the study of the product's life circle (life cycle assessment)) performed by Prima Q on Re.Verso wool and cashmere products, compared with the same kind of  "conventional" products, has shown the following saving rate:  
  • Saving/1.000 Kg of Re.Verso wool, as compared to virgin wool: 76 per cent energy, 89 per cent water, 96 percent CO2 emissions;
  • Saving/1.000 Kg of Re.Verso, as compared to virgin cashmere: 82 per cent energy, 92 per cent water, 97 per cent CO2 emissions.
Re.Verso has been already adopted by premium brands as Stella McCartney, Patagonia, Filippa K and Eileen Fisher.

For Cotton: Ecotec by Marchi & Fildi, launched in 2015, is a unique and traceable, Made in Italy, circular economy  process that transform already dyed, 100 per cent pre-consumer cotton clippings into yarns. As a result, they come in a wide-range of fantastic colours that are stock-ready, a major selling point for Ecotec. The cotton yarns can contain up to 80 per cent of the transformed material-another advantage in comparison to conventional transformed cotton. Ecotec as a trademark represents a high-quality range of 100 per cent traceable yarns which offer contemporary values as chemical safety and human health, as well as record reductions in water usage , C02 emissions and energy usage compared to conventional and organic cotton as confirmed by an LCA study: 77.9 per cent less water usage, 56.3 per cent less CO2 emissions and 56.6 per cent less energy usage.

The unique Marchi & Fildi process and know-how, applied for Ecotec yarns, offer to brands and retailers a concrete and direct opportunity to supply their own clippings of pre-consumer cotton fabrics and knits and see them being transformed into high-quality yarns optimising their joint endeavours and targeting a zero waste position. On top of this, Ecotec is also widening its portfolio range thanks to the introduction of special yarns with counts and styles designed for knitwear production:  
  • Ecotec Moulinè and micromoulinè yarns: offer amazing colour effects and precious touch that is always fresh and cool. Considering that Ecotec yarns are not dyed, it is quite a smart look and achievement. 
  • Ecotec cable: soft twists for full body hand, authentic touch and amazing colour cards available.
Last but not the least, recent adoptions of Ecotec included the homewear sector, specifically Portuguese home textiles manufacturer Mundotêxtil together with Italian spinner Marchi & Fildi's smart cotton yarn, Ecotec, launched a market-first responsibly-made cotton towel innovation that saves on water usage, energy consumption and CO2 emissions at the Heimtextil international trade fair for home and contract textiles.
Published on: 22/03/2018

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.

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