Streetwear veteran Giorgio Di Salvo is the new creative director of Anti-do-to, the genderless brand that launched in 2020 embedding social and sustainable practices in its operations,
Di Salvo is joining the group of investors and fashion experts behind the project to spearhead its next phase homing in on the brand’s values and bringing in a disruptive point of view in product and communication. He said that the sustainability conversation, for instance, often centers on technicalities and a scientific approach, resulting in cold communication that he wants to soften by injecting coolness and a community-driven approach.
Developed around the key theme of retracing the connection with Mother Earth and the soil, it uses GOTS-certified and GRS-approved cotton, dyed with mineral, ZDHC-certified pigments, such as metal oxides, Prussian blue powder and carbonates, among others. As part of the lineup, Anti-do-to is introducing the Zetaterra dye which ensures lower energy consumption and operating temperatures, as well as improved management of waste waters.
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