Rifò-Lab, is a socially responsible brand of clothes. They produce high-quality winter garments, made with recycled cashmere wool and cotton and made in Italy (In Prato). Rifò was founded on the principles of ethics, sustainability and respect. In this regard, they have created the project #2loveprato which finances three social initiatives which has been helping Prato and its surroundings for years. Their aim is to socially link the production to its territory. Rifò is the made in Italy 3.0! A high-quality product which is environmentally and socially responsible! The fact that they always choose new limits to overcome and new challenges, in order to produce garments made respecting traditions, through sustainable materials and finally, trying to give something back to the community where they were born, makes the Rifò a sustainable fashion brand. Sustainability and fashion are two opposite words at first sight, since one refers by definition to lasting concepts, while the other refers to a temporary and constantly changing idea. This explains why they are very careful during the design phase, which also has to be sustainable. Rifò wants to create clothes that are versatile and qualitative, enhancing the details to make them unique. They are against programmed obsolescence, especially in the fashion industry. That is why when they launch a new product, they put it on pre-sale in order to understand the market demands and avoid overproduction. Producing small quantities also allows them to control the production chain, as well as its quality. Furthermore, this way they are able to listen to people and understand their needs, taking them into consideration during production. The pre-sale system allows them to create a sustainable clothing collection, looking up to our territory and the people who work there. Establishing a circular economy process is not enough to solve the issue of overproduction. If production exceeds demand, there will always be an unsold quantity that could turn into a massive amount of waste. According to Rifò, a sustainable circular production must also be ecological, simple and fast, including a small stock that meets the real needs of customers. Rifò thinks that the solution lies in recycling of clothes that otherwise would end up in a landfill or incinerator, transforming them into new resources. But that’s not enough. According to them, sustainable fashion has to be emotional. Meaning, that there is a value attached to what we wear: don’t forget it, don’t waste it, try to repair it, readjust it to a different use. When repairing is no longer possible, then we can recycle the garment to give it a new life, a new meaning. The fashion industry has reached a saturation point, due to two main problems, overproduction and over-consumption. We produce much more than what we really buy, and we consume much more than we actually need. This system is no longer sustainable because it leads us to consume resources without producing something actually useful. Besides, it is no longer ethical because we do not know how and who makes the clothes we buy.