C.L.A.S.S. is the international ecohub founded in 2007 which has established itself as a reference point in the fashion and textile business for brands, designers, manufacturers, students and all those determined to make fashion smarter. C.L.A.S.S.’s mission is to provide professionals the strategic tools to trigger change and to grow both in responsibility and competitiveness.The ecohub pursues its goals by…
Why did you decide to do what you do?
The beginning of 2000 and with the launch of first biopolymers, understood it was right time to start another journey towards innovation. The one that sees the competitive advantage role of innovating in a responsible way in the textile and fashion market. These have been the premises that led Giusy Bettoni to start C.L.A.S.S. in 2007 in Milan with a clear goal: create an international platform to connect all the key players in fashion and to change the perception (or misperception) of “sustainable fashion”.
What is your main focus at the moment?
C.L.A.S.S.’s portfolio of services includes:
– The SMART TOOLS, a platform of responsible and traceable materials, technologies and cutting-edge innovations for both production processes and communication, all injecting sustainability into textiles, fashion collections and companies’ performance.
– The SMART ACADEMY, a rich programme of events, talks, classes and services with a very important goal: to educate, raise awareness and inspire professionals, students and even end consumers. Because there is no sustainability without knowledge.
– The SMART SHOP, the inspirational materials’ bank and samples’ e-shop for students, designers and brands willing to explore and test sustainable fabrics.
What are the biggest challenges you face in your work?
At the base of our philosophy is a formula: Virtuous Fashion, the one with the capital F, is the product of a perfect integration of design (D), innovation (I) and sustainability (S). Now more than ever, as we navigate through a pandemic and an infodemic, we implemented it with a fourth dimension, communication (C). In brief: F = D x I x S x C. Communication is the key to reach not only the market but the end consumer, the pivotal element to constantly raise the bar at all levels while bringing forward virtuous business against green washing and fake news. In a proper communication the story telling matches the story making with a clear, authentic and precise renewed lexicon. There is no sustainability without knowledge.
What advice do you have for others?
For us 2020 has been a year for renewal, transformation and evolution. “Communication and education have always been in C.L.A.S.S. DNA”, Concludes Giusy Bettoni. “As the pandemic unfolded upon the world, we realised that it can’t be be just a tool, but a new dimension – a new defining framework – shaping and merging the new generation of sustainable values, products and business. THE SMART ACADEMY is the formative and training macro area comprising events, talks, physical masterclasses and webinars with a responsible mission: educate, raise awareness and inspire and empower professionals to make fashion sustainable for good. One special project stands out: #SmartVoices virtual programme of open talks with global leaders and innovators.
What action do you take to combat climate change and its impacts?
Through the years we built THE SMART TOOLS, a platform of responsible and traceable materials, technologies and cutting-edge innovations for both production processes and communication, all injecting sustainability into textiles, fashion collections and companies’ performance. THE SMART TOOLS macro-area includes:
THE MATERIAL HUB, an ever-expanding material bank featuring some of the most advanced textiles, yarns and fashion ingredients,
BACK IN THE LOOP is a special section focusing on Circular Economy and alternative circular business models,
PROCESS X PROGRESS includes ground-breaking machines and textile applications during the production process,
FUTURE DEVICES section shines a light on the new frontiers of digital communication.