What’s the message you’ve tried to convey through KIDSOFBROKENFUTURE over the years? Does it have to do with promoting eco-conscious behaviours?
KOBF has different worlds of reference, and the most significant ones are, for sure, art and sustainability. Most sustainable brands don’t communicate in a very contemporary way, and most people think that, if you’re eco-conscious, you’re also vegan, like yoga and practice meditation. We want to send a message to our audience, making them (especially the younger customers) aware that this isn’t always the case. In fact, we wish to show them that you can be irreverent, wear oversized clothes and do whatever your favourite rapper sings in their songs, all while respecting the planet. We want to use a more accessible language for our community and go together in this direction. In every KOBF collection, the prints are made in collaboration with an emerging artist that we choose because their creations reflect our values and mission. We’re fond of art and our two partners are shareholders of an art gallery located in London, New York City, Rome and Singapore.
By the way, I read that you’ve focused your energy on the making of a 100% sustainable collection lately. Can you take us through some of the production-related obstacles you’ve faced along the journey?
We believe sustainability isn’t an on/off button, but a never-ending process. Every season, we try and do our best to improve that process in a tangible and transparent way (we explain how and why we’re sustainable in all of our company processes online here). Our collections are made with sustainable fabrics, and being 100% eco-friendly remains our first goal. In fact, it’s something we aim to achieve in a couple of years. That being said, besides managing the company with sustainable values, we plant trees every season to compensate our consumption of CO2. To answer your specific question, being sustainable is complicated and, often, expensive. Just to give you a quick example, the offer of sustainable fabrics is much smaller, and that’s the reason why it’s more difficult to find them (especially if you want something that’s not basic). Sometimes, the lack of sustainable materials forces you to buy from other countries, causing an increase in the shipment costs. By the way, we have contracts with carbon neutral forwarders, and that’s – once again – more expensive.
Is there a piece of advice you wish that you were given before embarking on this adventure?
The fashion system is very competitive, so it’s not going to be easy: you need to be well- prepared and know what you’re doing. You have to work very hard, be hungry and determined, because there’s no other way to succeed. Having the right amount of funds is equally important to make an emerging brand successful: you can’t launch a fashion brand, without considering the financial side of things carefully. Furthermore, it’s important to manage time effectively, as in fashion time is crucial