Venette Waste was created in 2009 from an idea by Rossana Diana. The company makes ‘Waste Couture’, a clothing collection aiming to construct the wardrobe 2.0 (woman and unisex) where garments are made with the best Italian textiles. Sustainability is the strategic lever of the collection, while proposing a Venette’s lifestyle, a comic about a fashion designer and her hawk Horus. The target consumer is conscious of quality, sensitive to the current matters of sustainability and looks for clothes made in Italy but not without giving up on the typical features of the traditional brands like appeal, allure and glamour. It is a company for a new generation, a relatable organisation where profit is not a goal but a duty to generate a healthy economy.
The challenge is to demonstrate, thanks to the new computer systems and to the web, that today it is possible to reorganise fashion by making a different system to the traditional one, allowing to eliminate the main cause of unsustainability in every system of today: the waste. Using the waste as a resource and the network as communication and distribution will allow the rehabilitation of production cycles and product uses, facing sustainability in its core, going beyond recycling and beyond organic, granting a life cycle to goods that never had even one. These goods, in Italy, mainly consist of textile stocks left in companies' warehouses. These stocks have a negative influence on budgets, and their end is already defined: either burned with an environmental impact or sold at a token price to stockists who will place the product in a low market, creating further devaluation and negative linked activity for the system.
The solution is making a fairly priced Made in Italy, a product actually made in Italy, or within its territory, supporting local productions with the same exact quality of design and level offered by the best main brands but which, thanks to the saving manoeuver on waste, can be offered to the final consumers at a lower price, up to 50% - 70% less (that is the effect of the waste value, computed on the fashion system). Venette’s uniqueness is making each product category by collaborating with the specialists in each of the categories, recognised manufacturing excellencies on the Italian territory, in the reciprocal interest of creating a network of specialists working together to reach all the aspects aiming to achieve a fair price for quality. The project format is also exportable to other countries with the goal of zero waste fashion within its territories, as freight traffic also decreases while spreading culture and sustainability within fashion.
Making a product by producing nothing: this is how our dresses are sold as for every single stage of production, presentation and even packaging we use already existing things. Venette uses already existing fabrics, meaning they are not produced specifically, while the management system comes from the seasonal logics of the market, allowing a continuous garment turnover, by renewing the offer, which never reaches its obsolescence and its consequent devaluation. By not adding products to products, we also achieve an almost total CO2 emission reduction. Furthermore, by relocating production and selling only on the internet or directly within the production territory, freight transport is also reduced to almost zero. Venette Waste is a cradle to cradle company, responsible for its product not only in the moment of its making, but also at the end of its life and sale cycle, made through an innovative customer loyalty.
Venette Waste is a fashion project which represents the social era well. If the industrial era was about building things, the social era is about connecting things, people, ideas. Venette Waste is a horizontal organization, giving up any claim on intellectual property and avoiding any kind of hierarchy, celebrating every human being in its uniqueness – comprehending any skill or passion, with its own bag of experiences, perspectives and visions. These unique beings do not work, instead they make a contribution through their talent, a talent that no longer needs a title or a badge, as conceived of by a centralised organisation. In this new dimension, even the consumer’s role changes: they become themselves the co-creators, a creative valued resource. The assumptions of unions and relations rise within the commitment among co-creators, converting potential failures connected to them into conditions of strength to make that flexibility happen, shaped in the actual process of making mistakes and in its following forgiveness. No company in this new dimension has the need to protect its intellectual property, to maintain a sort of advantage or to raise barriers towards their competitors: instead it makes available to others its own way of operating, certain to be received as an example and not with the fear of being perceived as a model. This way, the social entity joining people is no longer in the product or in the company, it is actually in the shared value or in the shared goal.
1- have disrupted the obsolete temporal dynamics no longer corresponding to the actual needs of the market; 2- having reaffirmed the attention to meeting the needs of the consumer; 3- have developed a modeling system on the garments, useful for the recovery of even small cuts of fabric; 4- have cut down unnecessary waiting time for delivery of the fabrics; 5- having occupied the manufacturing companies even in their downtime; 6- have done Made in Italy at a fair price; 7- have been an example of the "we economy", participatory economy, having the ability to aggregate and to network; 8- have made a blog; 9- have made an e-commerce; 10- have developed and established a community in the most popular social networks; 11- have developed a product, offered with the same style and quality of a luxury brand but at a lower price by 50% / 70%; 12- have written a book about to be published: “the 2.0 Wardrobe: the style wardrobe, beyond trends, beyond crises”; 13- have invented a new model of trouser, patented.
Venette Waste is presented as an organisation with the goal of spreading the ideas and concepts connected to sustainability, by using garments made from the enhancement of waste as an instrument. Leader of this new dimension within fashion, Venette will strengthen its network with the goal of gathering and spreading other examples operating in the same direction, which will also be able to cooperate synergistically with the common goal of redressing the balance between material and immaterial goods.
Via Francesco Melzi d'Eril, 6