Tonello Unveils URBAN FLORA with Plant-Based Dye Tech

Tonello proudly presents URBAN FLORA, a new capsule collection showcased for the first time at Kingpins New York. This launch marks another step in the company’s dedication to responsibility, circularity, and creative dyeing innovation.

Drawing from both introspective inspiration and the pulse of street culture, URBAN FLORA embodies a modern sophistication by merging botanical elements with urban vibrancy. It represents a convergence between the natural world and city landscapes.

The core of the collection lies in Wake, Tonello’s pioneering dyeing technology, which is the first to operate entirely with plant-based and vegetable waste materials. Utilizing elements like fruit peels, husks, berries, and flowers, these materials are dried, extracted, and applied to garments — all without any chemical additives. The process celebrates both environmental safety and the authentic origin of natural color.

Adding depth to its color spectrum, the collection also embraces coloring earths — mineral-based pigments once used in medieval frescoes and Renaissance artwork. Reimagined through a contemporary, urban aesthetic, these tones infuse historical richness into modern garment design.

With URBAN FLORA, the Wake system evolves to offer a more grounded color language. The natural dye palette reflects the city's textures, evolving light, and imperfect surfaces, yet stays true to its botanical essence.

The vision of URBAN FLORA is further elevated through a partnership with Cone Denim, featuring ten carefully selected fabrics that align with the collection's values. The textile lineup includes 100% cotton, blends of cotton/TENCEL™ and TENCEL™ Modal, recycled PIW cotton, and ecru-toned bases — all presented in their unprocessed form to emphasize raw material purity. Notably, the inclusion of Pride Rainbow Selvage adds both ethical and visual depth to the narrative.

Tonello invites all to explore URBAN FLORA at Kingpins New York, where technology meets creativity and sustainability, pushing the boundaries of what responsible dyeing can achieve.