Massimo Giorgetti: «Msgm grows in zero-impact»

With the Fantastic green capsule collection, Msgm is looking toward a more environmentally conscious future. The new collection marks the beginning of a process that will involve the entire brand. The 25 pieces featured in the brand's stores each season are made from certified organic cottons (Global Organic Textile Standards, or Gots, and Better Cotton Initiative, or Bci) and dyed with special agents that reduce the level of pollutant emissions to almost zero. The prints are produced with water-based biodegradable textile inks made with naturally sourced ingredients and without the use of chemicals, founder and creative director Massimo Giorgetti told MFF.

When did you come up with Fantastic Green and where did you get the idea from?

The idea came to me during lockdown, reading the book Spillover by David Quammen, science popularizer and journalist for National geographic, in which he says that the perpetrators of pandemics do not come from another planet, they do not come from nowhere. The perpetrators of the next pandemic are already among us, they are viruses that today affect animals but could at any moment make a species leap, a spillover in technical jargon, and affect humans as well. From there I began to think that I had to contribute to improving the condition of the planet in a serious way. Fantastic Green is not simply a sustainable capsule collection, it is a capsule collection in which all of its elements —such as the labels, compostable hangers and carbon neutral shipping— are Gots certified and have zero impact on the eco-system. The zippers are nickel free, even the elastic in the joggers is made of material that is not harmful to humans or the environment. The material of excellence is organic cotton, the prints are all water-based, so I cannot make certain colors, such as the whole range of acids. Even the label is sustainable, and the colors with which it is branded fade naturally, proving that there is no use of chemicals. And it is beautiful that way. «For those who have the courage to change. To go beyond the circumstances, beyond the present» is the phrase on the garments.

Do you want to move this concept of eco-sustainability to the entire Msmg world?

Yes, I do, but it is still very complicated right now. Sustainability requires a lot of effort and in order to do a good job you need time and investment. In this time of energy crisis, geopolitical situation, war, all raw materials increased a lot in prices and the organic, biologic, recycled raw material increased even more. There are brands that declare 30% emissions less in washing a clothing item and use the sustainability label: this is green washing and I do not want to do it. The most substantial aspect is the cost of quality raw materials that are certified sustainable, there should be government incentives, a more careful policy and in the forefront on environmental issues, which affect everyone and especially the fashion industry. I think we in the fashion system have a big responsibility to educate the customers to evolve and change direction. I am also convinced that a lot of work is also needed between the company, the production chain, suppliers, merchandisers, and creative people. It is really a 360-degree choral work. Fantastic green is a project that my partners fully support, I am also proud of it because while it is not growing in terms of numbers, it is definitely growing in business opportunities and offers.

How did the first sneaker in collaboration with Acbc come about?

We chose Acbc because it is a b-corp in the Italian shoemaking industry to make unisex high and low-end versions of the bio-based sneaker model, which will be available in a wide range of natural colors, so much so that the shoes will smell like fruit. The upper is made of VegSkin, derived from the use of natural materials, and accompanies the sole made with rerubber technology from the recycling of pre-consumer rubber waste. The laces and inner lining, on the other hand, are made of repet, providing for the recycling of plastic bottles, thus ensuring the saving of a large amount of co2. The sneaker has been unveiled for 2023 Spring-Summer collection and is called Fantastic Green 1 (FG1). It will go on preview sale in November in Msgm physical and online stores and also on Acbc’s website, and in December in the wholesale network.

Is it worthy to talk about sustainability with customers?

Of course it is worthy, but it is not easy to educate them and not everyone is ready to listen. We certainly need to continue on this path, but we need the support, as creatives and entrepreneurs, of institutions, and especially the future values of respecting the environment should be taught in schools. Civic education as a subject is now more important than ever. (All rights reserved)