by Stephen Garner

The UK’s Department for International Trade in Italy is teaming up with Yoox to launch a digital pop-up gallery of British sustainable fashion brands.

Called the “UK Fashion for a Sustainable Future,” the pop-up gallery is a one-time project that will run from September 30th to December 31st on YOOXYGEN, the section on yoox.com dedicated to sustainable products. The brands featured are diverse in size, origin, and age of founders, but all are authentically committed to sustainability and targeting the next generation of consumers.

The gallery is part of The Road to COP26 program of events taking place at UK House Villa Necchi Campiglio from September 29th to October 1st and is also included in the official All4Climate Italy 2021 program promoted by the Italian Ministry for Ecological Transition. The initiative will demonstrate how an international luxury e-commerce platform and government can collaborate to reach a global audience of young consumers and create a positive impact on their buying behavior.

Vivienne Westwood

The selection process is based on the UN sustainability criteria, also highlighted by the G20 resolution:  innovation, design, and manufacture to ensure product longevity, enabling repair, reuse, and recycling, sustainable use of natural resources, minimizing waste and emissions, regenerating ecosystems, sustainable supply chains, and creation of sustainable and socially inclusive business models, in accordance with national priorities and policies.

The eight sustainable British brands, which have been jointly selected by Yoox and Marina Iremonger – head of the creative, consumer, and retail team of the Department for International Trade in Italy, are Alighieri, Bottletop, Finisterre, Jo Gordon, Ninety Percent, The Jacksons, Toms, and Vivienne Westwood.

British Ambassador to Italy, Jill Morris, said, “This initiative offers young fashion consumers examples of inclusive, sustainable, ethical labels: behind these products there are artisans and workers from a variety of countries who collaborate with British designers, demonstrating the value of UK as a platform for international collaboration.”

“We are happy to partner with the Department for International Trade on such an important occasion as the Pre-COP26,” added Manuela Strippoli, brand director at Yoox. “YOOXYGEN was the first online platform solely dedicated to responsible fashion, which has always been at the core of our corporate mission. We are on an important journey towards a deeper sustainability approach and we are happy to partner with a like-minded brand and institution.”