Opinion / Nolan Giles
Measuring up
It can be tough to have a sensible conversation about sustainability while wading through a sea of fresh-from-the-factory menswear at Pitti Immagine Uomo. Yet this was the prevailing rhetoric at the industry’s important trade show, which wrapped up yesterday in Florence.
The complexity of the issue is illustrated by a new shoe from one of our footwear favourites, French label Paraboot, which is known for creating beautiful products with fastidious attention to detail. Going one further than the often-heard “it’s design that lasts a lifetime” refrain (which doesn’t explain why we need a relentless seasonal churn of new products), the company has pushed its manufacturing team to produce a handsome shoe with components made from recycled rubber and offcut-leather strips. It’s a fine piece of footwear that goes toe-to-toe with the rest of its line in both quality and style. The compromise, however, is cost. This new piece is simply more expensive to make and, while it will be priced in line with Paraboot’s other products, the brand will lose out on the all-important profit margin.
This highlights the problem echoing around the halls of Pitti: producing clothing in a greener way, in a hugely competitive market, is not always great for business. Yet it also emphasises its importance. While the event’s primary aim is commercial, its secondary role is to act as an international forum for debate. And, while some here might be accused of greenwashing, real solutions for smarter ways to manufacture and better ways to buy were also on show to an increasingly sustainability-conscious audience.
Hear our full report from Pitti Uomo on yesterday’s edition of ‘The Briefing’ on Monocle 24.