MAURIZIO DONADI (05) FOUNDER, ATELIER AND REPAIRS

Storytelling is often confused with brainwashing, an indispensable element of any aggressive marketing strategy. The building of ‘fake stories’ is normal practice nowadays. The objective is always the same: sell more, consume more, discard more.

Last decade was all about global domination, inexplicable commercial strategies and very often inferior products being marketed as a premium or as luxury.

Brands need to speak to citizens with honesty, transparency and commitment to a better environment (for both people and planet). Product and fabrics must be designed and manufactured intelligently with circularity and functionality in mind. In the case of denim, overproduction is (in my opinion) an extraordinary issue.

Denim brands must share information about their practices with total transparency: this is indispensable for their survival.