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C.L.A.S.S. ecohub presents a virtual talk on ‘Circular Economy’ across design, fashion, textile and food innovation

Published: September 26, 2020

How new circular business models can contribute to evolve our everyday life towards more responsible scenarios? C.L.A.S.S. ecohub dialogues with the Ellen MacArthur Foundation, Wolford, Mending for Good, Krill Design, My Foody and Babaco Market for its new #SmartVoice’ – the platform’s virtual talks with sustainability game changers – titled “DESIGN FOR CIRCULAR SOLUTIONS”.

C.L.A.S.S. ecohub, the international platform empowering professionals with responsible tools, materials and services to grow more competitive and sustainable, is organizing a panel that involves visionary innovators in the circular economy panorama who will share valuable case histories, out-of-the-box approaches and their ongoing projects. The event – under the patronage of the Municipality of Milan – is scheduled at 17.00 CEST on September 28, the first day of Milano Design City, the citywide festival celebrating innovation, style and creativity through design-thinking.

The panel will present challenges and opportunities of creating new circular economy-driven business models across multiple disciplines. Giusy Bettoni, CEO and founder of C.L.A.S.S., moderates Chiara Catgiu, Senior Analyst Make Fashion Circular at Ellen MacArthur Foundation, Clara Mattioli, Head of Global Communication at Wolford, Barbara Guarducci, creative director of Mending for Good, Giulia Giglio, Innovation Manager at Krill Design and Francesco Giberti, founder and CEO of MyFoody and Babaco Market.

  • The Ellen McArthur Foundation was launched in 2010 with the aim of accelerating the transition to the circular economy. Since its creation, the charity has emerged as a global thought leader, putting the circular economy on the agenda of decision-makers around the world. The charity’s work focuses on seven key areas: insight and analysis; business; institutions, governments, and cities; systemic initiatives; circular design; learning; and communications. During the talk, the foundation will share its vision and ongoing projects in the Make Fashion Circular initiative.
  • Mending for Good – What if circularity could preserve the environment while also fighting social injustice? Mending for Good repurposes excess stock and premium waste from the fashion and design business to re-craft new garments and objects by employing highly skilled makers and artisans with marginalized backgrounds. Created by Barbara Guarducci and Saskia Terzani, the project is a C.L.A.S.S. partner, featured on the platform’s circular-driven section #BackInTheLoop.
  • Krill Design is a Milan-based studio with more than an eye on circularity. The designers and innovators of the company have created a responsible process that transforms food waste such as coffee grains in a special polymer that can be useful to produce with 3D-printing new pieces of furniture of Eco-design.
  • High-end international hosiery and lingerie brand Wolford is the first company in the world with Cradle to Cradle Gold level certificate both for the technological and biological cycles. The Cradle to Cradle Certified™ Product Standard provides designers and manufacturers with criteria and requirements for continually improving what products are made of and how they are made aiming to achieve a circular economy approach. Wolford’s R&D journey began in 2010 and in 2017 they launched the first certified collections, since then, the range has been growing rapidly thanks to the collective developments being made by companies in the textile industry who are also seeking Cradle to Cradle certification. Andreas Röhrich – Director Product Development & Innovation WOLFORD – openly committed to reach “50% of the Wolford range being Cradle to Cradle by 2025”.
  • Every year in Italy over 20 million tons of food go wasted. Born in 2015, MyFoody is a app created with the aim of helping to reduce food waste in large-scale distribution. Thanks to geo-localized offers, the app alerts the user about products that are about to expire and will be offered for sale by the supermarket at reduced prices. The project also includes a blog with recipes, tips and tricks to consume better and more responsibly. Babaco Market, on the other hand, is an “anti-waste” fruit and vegetable delivery service that brings to consumers ‘homes all those products that do not match aesthetically with the standards of other distribution channels and risk to be wasted even though they are still very good. Always in line with the anti-waste philosophy, the unsold products selected for the Babacoboxes are donated to a charity association that redistributes the products through the network of local markets.

The event is part of Smart Voices, the virtual program of C.L.A.S.S. which brings together innovators, thinkers and designers determined to make fashion and design more responsible, ethical and sustainable.


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