Ever heard of WRÅD? Well, if you have answered no this is your time to get to know him. WRÅD is an innovative start-up and Focus Design Studio dedicated to sustainable innovation and social change. I got to know the brand thanks to my thesis in green communication and after wearing some of their products I fell even more in love not only with their philosophy but also with the quality of their innovative products.
WRÅD was founded by Matteo, Silvia, and Victor, three young people driven by the conviction of making the world a better place through sustainable innovation. All three left their careers in important fashion companies to create a new research project for the sustainable and innovative development of the textile industry. The concept was born in the summer of 2015, with the opening of an Instagram page to communicate the real cost of the fashion industry. Since then the page has evolved into an innovative startup and, today, into a Focus Design Company.
The launch of WRÅD – where Raw stands for organic, and Rad as radically unique – is in 2017. The starting point was a manifesto product, the Graphi-Tee, a T-shirt Made in Italy that recovers the tradition by focusing on a circular economy. It is made with organic cotton and with an ancient mineral dyeing technique handed down by the inhabitants of Monterosso Calabro (Vibo Valentia), where the memory of an ancient Roman custom is still alive. Instead of natural graphite, the idea was to recover graphite powder, a non-toxic waste from the production of electrodes.
The peculiarity of WRÅD in the not easy context of sustainable fashion is to have an ambitious vision of the goals and the need to find financiers to achieve them. WRÅD is therefore not a fashion brand like the others. Every garment, every product, and every collection wants to be first of all a manifesto and has to tell a value. Yes, because at the beginning there is not only a style project, a creative sketch made of lines and shapes. But the need to communicate something new, a change, a step towards a sustainable fashion revolution that can also start with a T-shirt.
WRÅD has also created an educational format offered in schools and firmly believes in sustainable and gender-free fashion. Now, in addition to GRAPHI-TEE, the brand has recently launched two iconic garments. The Hoodie/C-Neck dyed using Herculaneum Red, a natural land known since ancient Roman times, a manifesto of 2000 years of history, which is reimagined in a modern way for a more sustainable future because sometimes we have to take a step back to move forward. The details? 100% GOTS certified organic cotton; dyed with natural, hypoallergenic, and Skin Friendly soil. Finally, in collaboration with Manteco SPA has created the Wool Shirt-Jacket in two variants. The details? 100% recovered fabrics thus minimizing both textile waste and CO2 emissions.
A young, dynamic and Italian reality to discover! Follow this link if you want to have a look at the products!