MILAN — Reda Group, the Biella, Italy-based woolen mill, will take over the spaces of Fortezza da Basso in Florence during Pitti Uomo, staging a photo exhibition focusing on sustainability.
Starting from today through Friday, 10 billboards portraying natural landscapes are featured at the venue, inviting the audience to reconsider the relationship among men and nature, as well as highlighting the urge to preserve the ecosystem.
Dubbed “#Redaway: Sostenibilità, Trasparenza, Sopravvivenza,” or “#Redaway: Sustainability, Transparency, Survival” in English, the initiative will be flanked by a cocktail party hosted in partnership with Pitti Immagine on Wednesday at 5 p.m.
“For us, the word sustainability has become a synonym of survival. The textile industry’s increasing demands make raw materials scarcer and scarcer and the need to optimize production processes and cycles can’t be ignored anymore,” said Reda Group chief executive officer Ercole Botto Poala, adding that “a company can’t be competitive and therefore survive if it won’t be sustainable in the future.”
The initiative is in sync with the commitment to sustainability the group has been endorsing for 20 years.
The company is the world’s only full-cycle woolen mill to have received the EMAS certification, back in 2004. This stands for Eco-Management and Audit Scheme, a management
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