Sustainable brands from Brazil exhibit in Milan for buyers and the general public

Four Brazilian brands are representing Brazil’s sustainable fashion at two locations in Milan, Italy, and will stay there for six months, from February 20th to July 20th. First place is a showroom dedicated exclusively to buyers who are served by appointment and where sales are carried out wholesale. The second space, called Friends of the Earth, is a “showcase store” for the general public to experiment with. In other words, no sales are made, but visitors can get to know, touch and even try on the clothes and, if they like them, they are advised to buy via the internet. Therefore, anyone in Milan during this period can visit Friends of the Earth and discover the sustainable collections by Tróppica, Celeste, DEMODÊ and Natural Cotton Color, at Galleria Passarella 1, M1 San Babila, Milano.

The brand’s exhibition space for the general public occupies the future flagship store, with sales, of the WSO – World Sustainability Organization, issuer of the certification that brings together important names in ethical and sustainable fashion. The initiative to support both the showroom and the exhibition space for sustainable brands in Milan was only possible thanks to the support of Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program) — the result of a partnership between Abit (Brazilian Association of the Textile and Apparel Industry) and ApexBrasil (Brazilian Agency for the Promotion of Exports and Investments).  “It has been a rewarding experience to have this support to be able to take our product to Europe and reach new markets”, celebrates Maria Zeferina, ecodesigner and CEO of DEMODÊ.

“The objective is to test public acceptance of new collections in real time and how brands are performing through this first contact. This presentation model is already widely used in Europe, as it ensures adjustments and improvements to brands and their parts, if necessary, before starting a larger production”, details Lilian Kaddissi, Executive Superintendent of Strategic Projects at Abit. It shows the participating companies’ concern and respect for the public and the planet, prioritizing the conscious use of raw materials. Support for the brands will also include, at the end of July, a participation in Pure London, from July 16th to 18th at a Friends of the Earth Collective stand.

Sustainability is one of the pillars of the brands participating in the event. “We are always looking for and aware of bringing more sustainable swimwear to the world”, says Juliana Spirandelli, Celeste’s creative director. “It has been a fantastic and fundamental experience to help in our development process and in prospecting our brand in the international market”, she adds.  Sabrina Freire Silva, creator of Trópicca, celebrates being a super opportunity to have the support for the event, to enable participation and acquire knowledge of new types of business.

To participate in the event, there is a certification process carried out by the World Sustainability Organization (WSO), called Friend of the Earth. Proof is recognized in over 50 countries for products that are fully sustainable. Cotton Color, participant of the event, already has the certification since 2022 and is part of the team supported by Texbrasil.

About Texbrasil

The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works together with companies in the textile and apparel sector in the development of strategies to conquer the global market. Over 21 years, it has helped around 1800 brands to get on the export trail, doing US$ 9 billion in business. The Program is carried out through a partnership between Abit and the Brazilian Trade and Investment Promotion Agency (ApexBrasil).

Photo: Friend of the Earth