ANTI-TO-DO: POSITIVE ACTION IN FASHION
What if the pieces of clothing and accessories sold by a fashion brand were merely the by-products of a process designed to create positive social and environmental change? This is the position of Anti-To-Do, a new Italian brand co-funding the constructio
“Each year, we will apply a budget to invest in social impact projects that represents 50 per cent of our estimated net profits. Once a project has been selected, we immediately advance our partners and non-profit organisations the funds needed to jumpstart it. Subsequently, we intend to see a return on our investment through the sale of our products, through the remaining 50 per cent of our annual net profit.”
Founded by a group of private investors at the height of the pandemic in 2020, Anti-Do-To is a brand dedicated to social equality, sustainability and modern craftsmanship, with one main goal: to incite change through tangible actions. Good practice is just as important to the brand’s ethos as its cultural commitments. Combining made-in-Italy production with eco-friendly materials such as organic cotton, recycled nylon, deadstock fabrics and textile waste, Anti-Do-To products share a low-key functionality and a genderless spirit in equal measure.
As that name suggests, the label seeks to deliver an antidote to important issues such as mental and physical wellbeing, the environmental crisis, inclusivity and social justice. This mission statement is a manifesto for change designed to recalibrate a system that for decades has exploited resources at the expense of the environment. In that changeto-wear call to action, as articulated at the top of this article, 50 per cent of the net profits gained from sales are invested in social initiatives to support the brand’s key objectives concerning the planet and the community.
Redefining its pieces to suit modern-day scenarios, Anti-Do-To transcends seasonality and definitions of gender with garments that can be refashioned and passed on to others who, in turn, can cherish them. The products mostly consist of sportswear pieces such as sweats, knitwear, accessories and long t-shirts with a wide variety of designs. It’s all in keeping with the rise of neutral basics that we’ve seen in recent years, but in this case the brand’s customers are actively contributing to the projects that AntiDo-To supports. In terms of social partnerships, the brand aims to promote local and international support schemes by giving visibility to their projects. Last September, the label headed to Milan’s Central Station (an international destination for skate enthusiasts) to document its repair thanks to skaters’ passion and sense of community.
Anti-Do-To is also on a mission to help the Gaza Freestyle association complete the Ha’Ramba DIY skatepark in the port of Gaza City. Started in 2014, it’s a place conceived to consolidate young communities, with teams of volunteers and professionals joining forces to build new facilities.
Carving a path for social activism both online and off, the brand is keen to engage its audience and consumers by showcasing its work and media across platforms including its website, social media channels, a series of live events and an editorial programme. While shining a light on the brand’s latest partnerships, the digital area also comprises videos, articles, playlists, live reports from internal and external contributors, and images created by communities of activists and cultural change-makers. “It’s a self-feeding mechanism, product by product, project by project.
Only together, with our community, can we make a difference.”
This new brand not only understands the demands of the present, but is also redirecting the wheels of a system that has long cried out for a different direction. Anti-Do-To is not only a ticket to comfort, but also a mechanism for creating positive social and environmental impact.