Guest - Rifò


Topics of the interview

0:00 – Presentation

03:29 – When you decided to become a B-Corp?

05:35 – Which have been the biggest challenges?

06:47 – What is you commitment to circular economy?

08:38 – How do you see the future of the fashion industry? Would it be circular, b-corp or both of them?

11:25 – Becoming B-Corp is something that can support fashion companies making the next step forward towards circularity?

13:09 – 3 B-Corp best practices to share with fashion companies

18:47 – Are people ready to pay more for a sustainable product?

22:00 – Which are the things you have learn to avoid?

26:30 – What changes would you like to see in the fashion industry in the next few years?

Rifò: Pioneering Sustainable Fashion Through Transparency and Circular Economy

Are there specific best practice a fashion company has to know to become a B Corp? We’ve talked about that with Eleonora Marini, Web Marketing and Communication Specialist at Rifò, a company specialized in upcycling products. The name of the brand comes from the Tuscan dialect and it means redoing. A 0 km name for a local clothing production that takes up the tradition of textile upcycling.

The Birth and Growth of Rifò

Rifò started as a crowdfunding project and has evolved into a dynamic fashion brand with a team that’s rapidly expanding. Based in Prato, an important textile district in Italy, Rifò’s mission is to create clothing collections using recycled and sustainable materials. This approach not only honors a century-old local tradition of recycling textiles like cashmere and wool but also redefines the value of recycled materials in fashion.

The B Corp Certification: A Natural Fit for Rifò

For Rifò, becoming a B Corp was almost a natural progression, as the company’s ethos has always been aligned with the principles of transparency, social, and environmental impact. The certification process helped Rifò focus on various aspects of the business, ensuring continuous improvement and adherence to sustainable practices.

Challenges in Sustainable Fashion

One of the main challenges Rifò faces is maintaining a transparent supply chain and recognizing the value of waste as a resource. This requires a shift in perspective, both legally and culturally, to view discarded clothes not as waste but as raw materials for new products.

The Circular Economy in Fashion

Rifò’s commitment to the circular economy is evident in its use of recycled materials and efforts to create a sustainable production model. This approach involves making conscious choices daily to stay true to their sustainability goals. They emphasize that using sustainable materials is not enough; it’s also crucial to change the production model to avoid overproduction and waste.

Communicating Sustainable Fashion

Communicating the philosophy and cost of sustainable fashion to customers is a challenge. Rifò does not participate in traditional sales models like Black Friday but instead opts for pre-sales, allowing them to produce only what is demanded, thereby reducing waste and maintaining fair prices throughout the year.

Lessons Learned in the Journey

  1. Transparency and Admitting Limits: Being transparent about the company’s challenges and limitations has been crucial. This involves open communication with customers about the difficulties faced in sustainable fashion.
  2. Flexibility with Artisans: Maintaining a flexible relationship with artisans and suppliers is key. This approach helps in adapting to market demands and valuing the artisans’ work.
  3. Horizontal Organizational Structure: Internally, a flat organizational structure ensures that every team member feels involved and responsible for the company’s growth and sustainability goals.

The Future of Fashion

Looking ahead, Rifò hopes to see more companies embracing sustainability not just as a small part of their collection but as a core aspect of their entire range. The goal is for the fashion industry to become genuinely sustainable and maintain honest communication with consumers.


Rifò’s journey in sustainable fashion highlights the importance of transparency, a commitment to the circular economy, and the need for a paradigm shift in how we view and manage fashion production. By focusing on these principles, Rifò is not just creating sustainable fashion but is also shaping a more responsible and environmentally conscious industry.

What is B Corp B Fashion?

B Corp B Fashion aims to put together in one place all fashion b-corps and fashion brands want to become it. We want to promote regenerative and sustainable fashion, sharing the best practices from consolidated realities, newcomers, and curious people from the fashion world who want to know the B Corp world and its business way.

Are you a Fashion Brand? Join our community!​

    Related reading

    Other questions?
    We’re ready
    to support you.