Sustainable Talks with N&N: Challenging Greenwashing and Promoting True Sustainability in Fashion

In an insightful conversation with Nicola Durante and Nicola Giusti, founders of Sustainable Talks with N&N, we delve into their mission to challenge greenwashing and promote genuine sustainability in the fashion industry. With over 15 years of experience working for renowned brands like Tod’s, Dolce & Gabbana, Calvin Klein, Tommy Hilfiger, and Michael Kors, they bring a wealth of knowledge and a critical eye to sustainability practices in fashion.

Confronting Greenwashing in Fashion

The founders of Sustainable Talks with N&N are vocal about the prevalence of greenwashing in the fashion industry. They express concern over misleading marketing campaigns that claim sustainability where it does not exist. Their initiative aims to clarify what true sustainability means, especially in the context of the supply chain.

The Genesis of Sustainable Talks with N&N

The project began as a response to the COVID-19 pandemic and the rampant greenwashing they observed in the industry. Nicola Durante started by creating videos discussing various aspects of sustainability, such as the misconceptions around leather and vegan materials. The collaboration between Durante and Giusti evolved into Sustainable Talks with N&N, focusing on interviews with sustainable players in the fashion industry to spread awareness.

The Mission: Educating and Connecting

The primary goal of Sustainable Talks with N&N is to educate design teams, industry professionals, and the broader public about the realities of sustainability in fashion. They aim to create a community where people can learn from each other, share best practices, and engage in meaningful discussions about sustainable practices.

Tackling Extremism and Integralism in Fashion

The founders emphasize the need to move away from extremism and integralism in fashion debates, whether it’s about veganism, leather, or other materials. They advocate for a balanced and fair discussion that considers all aspects of sustainability, including environmental, social, and economic factors.

The Role of Consumer Awareness and Identity

Sustainable Talks with N&N highlights the importance of consumer awareness in combating extreme consumerism. They believe that sustainability also involves going back to one’s roots and understanding personal identity, rather than blindly following trends.

Sustainability as Respect

The concept of sustainability, according to Sustainable Talks with N&N, is evolving beyond just environmental considerations. It encompasses respect for what we have, what we do, what we buy, and how we live our lives. This holistic approach is crucial for a more sustainable future in fashion.

Future Directions for Sustainability

Looking ahead, the founders see sustainability as a movement that is driven by a need to address environmental changes and the loss of personal identity in consumer culture. They envision a future where sustainability is about respect and responsible consumption, moving beyond the current focus on materials and production processes.

Conclusion

Sustainable Talks with N&N is a vital initiative in the fashion industry, challenging the status quo and encouraging a more nuanced understanding of sustainability. By bringing together different voices and perspectives, Nicola Durante and Nicola Giusti are fostering a community that is better informed and more critically engaged with the concept of sustainability in fashion. Their work is a step towards a more responsible and conscious fashion industry.

A Traceability Journey is a project by The ID Factory

Our mission is to raise awareness about the importance of traceability for sustainable value chains. We are doing this by engaging with ESG consultants and sharing best practices from the fashion supply chain.

One of the most urgent issue of the fashion industry is greenwashing. Are you sure what are you buying (as customer)? And you have data that support your claims (as brand)? We’ve discussed about this topic with Sustainable Talks with N&N.

About Sustainable Talks with N&N

Niccolò Duranti, Senior Director Fabrics and materials FTW and Accessories at Michael Kors, and Nicolò Giusti, Senior Manager Sourcing and Production at Tommy Hilfiger are Sustainable Talks with N&N.

Watch the complete interview by clicking on the video.