The first edition of the new show WSM (White Sustainable Milano) organized by White Milano was successful and attracted more than 4,000 visitors including industry insiders and end consumers–especially young people. The two-day event held at Base, in Milan’s Tortona area, on January 11 and 12, 2020 presented 80 brands, 20 start-ups and ten workshops.

Opening scene at WSM
Photo: WSM
Opening scene at WSM
It also hosted a section of the Sustainable Thinking exhibition hosted by the Salvatore Ferragamo Museum in Florence and presented some precious models from the historic maison's archives, unique shoes in fishskin, raffia and other natural materials.
Insane in the Rain
Photo: SI Team
Insane in the Rain
Massimiliano Bizzi, the founder of White, said: “We are happy we were able to involve all players and institutions and launch a sign of change we cannot avoid doing anymore. White presented the first show that helps understanding what the market of sustainability can offer. We are also glad that we could generate an effective networking among companies, designers, raw material and service providers. Our project is bold and aims at becoming a reference point for big companies willing to launch their sustainable capsules."
Candiani Denim
Photo: SI Team
Candiani Denim
The show presented a vast selection of raw material manufacturers, brands, workshops and initiatives. Fabric and fiber manufacturers included Berto, Candiani Denim, Cotonificio Albini, Orange Fiber and Tencel. Noteworthy were collections by Blue of A Kind, Boyish Jeans, Haikure, Juan Carlos Gordillo and Insane in the Rain.
Juan Carlos Gordillo
Photo: SI Team
Juan Carlos Gordillo
Among the various innovative brands and projects was Regenesi. This accessories brand is usually made by recycling old industrial remains into new materials used for new items. For f/w 2020-21, it has launched the new project "Rigenera i Tuoi Jeans.” This collection–the name of which means “regenerate your jeans”–aims to involve retailers establishing special relationships with their clients. Through it each client will be able to bring back is old jeans to the store and see them transformed into a new bag or accessory by choosing among different models such as a bag, a backpack, a belt or a pouch bag.
Regenesi
Photo: SI Team
Regenesi
Neubau Eyewear, a division of eyewear specialist Silhouette, is created through a 3-D printing system that uses highly sustainable materials of which 65% are from natural resources such as castor-oil plant, and uses no BPA, nor BPS or additives obtained from plastic.
Neubau Eyewear
Photo: SI Team
Neubau Eyewear
The show also hosted chemical manufacturers using less hazardous substances. These included Officina+39. This Italian company presented its Trustainable selection of products such as Novastone Nebu, an enzyme used for nebulized systems, and Remover In/J-N, an aging technique for denim that avoids the use of potassium permanganate and other less impactful substances.
Sweaters treated by Officina+39
Photo: SI Team
Sweaters treated by Officina+39
Also innovative is HNST-Let's Be Honest, a Dutch brand of jeans. Its pants are manufactured in Europe and made with fabrics whose yarn consists for 50% of old recycled jeans. HNST considers this ratio as the highest possible percentage for recycling old fiber and is therefore more responsible than other jeans and fashion brands.



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