When restricting the range of choices, however, it may seem possible that creativity and art are being restricted too. Batilla believes in the big forward footsteps of the fashion industry and young designers that are building new concepts on the ideas of sustainability, upcycling and the possibility to work with deadstock fabrics. Such as Artknit Studio, the made in Italy label which works with natural and upcycled fibers only, ensuring the best quality at a reasonable price, controlling for sources and working with local artisans, as well as choosing the alternative to the easiest way of making clothes. Those small businesses should serve as an example to teach the big players how and in which direction to drive the change, which is impossible to happen through an exclusivity approach.
The first solution for Batilla is to teach the customer to weigh their effective need and consumption in terms of clothes and modify their purchase habits accordingly. We are buying four times more garments than we used to twenty years ago. While modifying the source of energy, substitute water and transform production processes are long time goals which require enormous efforts, adapting the offer portfolio to a decreasing demand is easier and smart for brands. This happens because the requests come from the bottom, from the final consumers and the source of life of the companies.
Batilla continues : “It is positive in this perspective, I think that this change will happen sooner or later, or it has to happen. If you realize that it has been estimated that by 2030 there will not be enough water to wash the jeans, it means that we will have to choose whether to wash jeans or drink, whether to die or to live. This is crazy, and it is obvious that we must arrive at a solution, the problem is how late we arrive with respect to the possibility of fighting the problem. Increasing the sensitivity of people speeds up this process in general. You have to get out of the dynamics of terror and be very precise in giving information even when they are displaying a frightening and uncertain future. Then you have to see that there is a solution. If you want to buy a pair of jeans, buy them but maybe buy one or two pairs first of all, and then buy from brands that try to do it in the most sustainable way possible.”