Matteo Ward di WRÅD
“WRAD IS NOT A BRAND,IT’S OUR CALL TO ACTION”
WRÅD was born with the idea to transform a global crisis into an opportunity for systemic progress.
Project by Matteo Ward, Victor Santiago and Silvia Giovanardi.
A strong digital community is born and the first partnerships start, such as the one with Marina Spadafora of Fashion Revolution and the one with the company Alisea Recycled and Reused Objects Design by Susanna Martucci, who invented Perpetua, the first pencil made with recycled graphite powder.
In 2017 WRÅD becomes a brand, whose product development and style are curated by Silvia Giovanardi (co-founder and ex Etro). He launches his Graphi-tee t-shirt, dyed with graphite powder recycled from the processes of Tecno EDM, a Turin-based company that produces electrodes. In the same year Graphi-tee was awarded with the Red Dot Design Award; in September 2018 the project was a finalist at the Green Carpet Award of the National Chamber of Fashion, while Monterosso Calabro won the HandPrint Award.
The goal of the brand is not profit but rather to influence social and environmental change through innovative products in harmony with the needs of the planet and people.
Venice Fashion Week 2019
Friday 25 October 2019
IED, European Institute of Design.