Napapijri is strongly focused on sustainability. In the last few days it unveiled some of its latest projects in London and Milan all aiming for the same direction–supporting its sustainable approach to fashion and launching its new eco-minded Futurewear by Napapijri collection.

The premium casualwear brand inaugurated two pop-up stores in London–a Futurewear experiential space in King’s Cross on September 25, and a pop-up store in Carnaby Street on September 21. The 135-sq.-meter store in Carnaby Street will remain opened until March 2020 and will sell Napapijri’s f/w 2019 collection and some iconic styles such as the Rainforest and Skidoo jackets. The store in King’s Cross is an experiential location which will stay open until November 2019. Here consumers can see a selection of items from its newborn collection “Futurewear by Napapijri” and can buy them via iPad. Of the three lines composing the collection, Superlight and Ze-Knit are already available, while the third and newest, Infinity, will be launched within a dedicated event that will take place in London on October 15.

In Milan, on September 27, on the same day of the Global Climate Strike and during Milan Green Week (September 24-30), a consumer event aimed at promoting the environmental cause, Napapijri started selling Futurewear by Napapijri at Annex Rinascente, the younger fashion section of the department store near Piazza Duomo, and at Napapijri store in City Life in the Piazza Tre Torri area.

Rob Taylor, senior marketing communication manager, VF International: “We have been seriously involved in preserving the environment since many years according to three principles: design, innovation and sustainability. We started taking this direction in 2012 when we decided to stop using natural fur way before other brands did it. From that moment on there has been an awakening in the industry and among fashion brands as many of them gradually became conscious they had a responsibility. Also consumers have appreciated our choice as the growth we registered until now came from our most sustainable pieces.”

Bhavesh Naik, senior director, product development, sourcing and innovation at VF International, explained: “Sustainability is a key aspect for us since around 2012 when we decided not to use fur first, and no down right after. By offering Superlight we substituted natural down with Thermo-Fibre, a synthetic fiber that has a similar aspect and thermal properties as down, performs very well when washed and it costs less, keeping the garment’s price more affordable.” More recently we started offering Ze-Knit, a selection of smart knitwear pieces. It includes a sweatshirt, a T-shirt, an outer jacket and a parka–practically everything apart from footwear–all made with the same yarn. Each garment is digitally knitted using a single, dope-dyed yarn through a special process that can already cut 30% raw material, water and chemical dye consumption, and avoids the production of leftovers.

He continues: “Infinity will offer a jacket designed to be 100% recycled. Its filling and trims are made from a mono material, Nylon 6, while its fabric is made with Econyl Regenerated Nylon, a nylon 6 yarn recycled from discarded fishing nets and other waste materials. As everything is made with the same material (including buttons, zippers and labels) we can recycle all components without downgrading their properties and potentially creating a huge quantity of new projects. We are starting from this jacket and then will be able to establish a platform for offering more models allowing a fully closed-loop cycle.”