Redemption launches sustainability “reset” strategy

Italian luxury fashion brand Redemption has teamed up with Livia Firth’s
sustainability and communications consultancy Eco-Age to strengthen its
commitment to sustainability with a new strategy, ‘Re|set the Future’.

Redemption, founded by Bebe Moratti in 2013, has become known for
combining sexy, rock ’n’ roll looks with conscious and socially responsible
design and its updated strategy is part of its plan to accelerate the label
into a “true sustainable” brand.

The idea of the new strategy is not only to implement a “holistic and
measurable responsible business strategy” but also one that “respects
people and the planet,” explained Redemption in a statement.

The ‘Re|set the Future’ strategy has been created to build on the
label’s work to date on social impact projects, and its founding principles
of an alternative business model that was designed to challenge the status
quo, while also pushing the brand “further” by implementing several
initiatives that will amplify its existing focus on social responsibility
and build on its ambitions to have a more positive environmental impact.

Redemption teams up with Eco-Age to strengthen sustainability
strategy

The new strategy is centred around four key pillars – collections,
climate, community and culture.

Redemption, which currently produces 100 percent of its collections in
Italy, will commit to increasing its use of alternative materials that
“respect the environment and welfare of animals and people,” while also
continuing to develop responsible sourcing practices that promote
traceability and the respect of fair working practices along its value
chain.

With regards climate, the luxury label is placing promoting of energy
efficiency at the heart of its operations, by minimising waste and reducing
the environmental impact of its packaging and logistics.

When it comes to community, Redemption is pleading to “further nurture”
its global community by providing a safe and supportive environment for its
team in an environment where “equality, collaboration and development is
essential to everything we do”.

The final pilar is culture, where the Italian label is looking to give
back by investing in welfare and education, a commitment that has been with
the brand since its launch. As part of its improved commitment, Redemption
has stated that it will continue to contribute to non-profit and charitable
entities as it looks to play its part in “creating a more positive fashion
industry”.

Commenting on the sustainability strategy, Redemption creative director,
Bebe Moratti said: “I believe fashion can play a pivotal role in promoting
a more sensible business model, and it is under this very premise that
Redemption was founded. Starting from a pragmatic view that business can
and must be responsible to people and planet, investing in communities for
the benefit of everyone, Redemption has operated throughout the years with
these essential core values and is now committed to furthering its
efforts.

“We believe that sustainability is not a goal to be reached to then rest
on our laurels, but rather a process of betterment that should permeate
every decision a company or individual makes; it is for this very reason
that we decided to team up with Eco-Age. It is by relying on
their unparalleled expertise that we believe we can further our endeavour,
being challenged on our thinking and our actions, and so strive for a more
sustainable business.”

Livia Firth, co-founder and creative director of Eco-Age, added: “I
admire the commitment of the Redemption team and Bebe’s determination and
vision. In a moment when lots of fashion brands are debating the future of
fashion, it is so important to have leaders like him who send such a
positive message.”

This is the latest commitment to sustainability from Redemption, earlier
this year it launched its most sustainable collection to date with its
first athleisure wear offering. Each piece in the collection, including
leggings, tank tops, body suits and jumpsuits, was made from responsibly
sourced materials such as recycled nylon and polyester, and the labelling
and packaging was also recycled and FSC certified.

Images: courtesy of Redemption

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