“By 2030 we will have to answer the question: do we want to plant cotton or to feed people?”. I wanted to start sharing my experience with ISKO I-SKOOL™ with a quite shocking statement made by Marco Lucietti, global marketing director of SANKO/ISKO™, during the I-SKOOL™ DENIM SEMINAR.

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“By 2030 we will have to answer the question: do we want to plant cotton or to feed people?”. I wanted to start sharing my experience with ISKO I-SKOOL™ with a quite shocking statement made by Marco Lucietti, global marketing director of SANKO/ISKO™, during the I-SKOOL™ DENIM SEMINAR.

Last week – together with fourteen shortlisted students of international fashion schools and their tutors – I joined ISKO’s CREATIVE ROOM™ in Castelfranco Veneto (Italy) for three days of meetings and seminars about denim fabric production and upcoming industry trends. With one key word in mind: sustainability. I learned how a pair of jeans is produced – starting from cotton or other new fabrics, to production, washing, branding and final customization.

The seminar was an educational activity part of the 4th ISKO DENIM DESIGN AWARD, the global fashion talent by ISKO, that will draw a winner next July 2017. Some of the most talented fashion students on a global scale had the outstanding opportunity to access the one-of-a-kind fashion network and professional expertise made available by the ISKO I-SKOOL™ project. They will have the possibility to be awarded with prestigious internships and mentions within the industry and beyond. The students will also have their own denim clothing project produced in the final phase of the competition. Each of them designed two denim items and will get them produced the same way ISKO does with established designer pieces. Something all guys were very excited about, since it is almost impossible to get such an opportunity as a fashion student!

Fashion is not only about IT-items, models, glossy ads or catwalks. Fashion is about expertise, innovation and knowledge. During I-SKOOL days young students – who haven’t even joined the fashion system yet – were side by side with top companies and managers leading the denim industry. All sharing the same passion. Sharing information. Sharing the same view about the future of fashion and production: “we care”, was the message. We are trying to do things differently. And we will try to do our best. For the planet and for the people. And, my friends, we are going to wear even more wonderful, stylish and long-lasting quality jeans.

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