Everything deserves a second chance…why not?
Why not? Let’s start there: why are we not supposed to do something so easy but at the same time so helpful? It’s pretty basic: we are simply talking about bringing back to life and revaluing something that we bought and have.
It’s very likely to already be a tradition that cross-culturally people have processed naturally. That’s the very reason why if we stop and think about the simplicity of the idea, its revolutionary load is mind-blowing: it perfectly fits present times and pave the way to what the entire International community strives to do on a daily basis. Nonetheless, within the fashion industry, with Must Had this positively impacting attitude can finally see the light, carrying a paradigm change and trying to disrupt current trends.
EXTENDING THE LIFE OF A GARMENT MEANS EXTENDING THE LIFE OF OUR PLANET.
Must Had binds to a precise position and concretely teams up with sustainability; it reinterprets the hype for quick trends (the so-called must-haves) that fashion usually raises and calls for individuals’ responsibility to value craftsmanship.
While fashion pushes the desirability of the ‘brand new’, Must Had focuses on the rediscovery of the past (we must had what we really need); Must Had moves people’s attention from mainstream to uniqueness, from common and ordinary to rare and original.
MUST HAD ENTERTAINS AN ENDLESS DIALOGUE WITH PEOPLE’S CONSCIOUSNESS AND MAKES THEM REALIZE THAT ENRICHING A WARDROBE DOESN’T IMPLY TO ADD ANYTHING.
We are not the main character of everybody’s story, but we can appreciate and accept the beauty of diversity and the singularity of the stories that can be narrated.
Must Had wants to make a change, disrupt the fashion system and align with the UN Agenda 2030 - consequently with the needs both of the Planet and of the people dwelling in it: socially and environmentally, Must Had upholds the value of resilience. On one hand, the former is related to the fact that the ‘regeneration process’ is assigned to artisans whose know-how and heritage can be handled down and preserved over the time; it helps spread the word and tell the story of a wide variety of minor high-value techniques which otherwise might remain unknown. On the other hand, the latter is clear as Must Had takes advantage of products that have been put aside and brings them back in the market: they undergo an upcycling process and, renovated, can live another life.
Benefiting from a digital driven approach, Must Had wants to gradually overcome geographical boundaries and speak with as many people as possible.
ALTHOUGH BORN AND BRED IN ITALY, RESILIENCE, SUSTAINABILITY, CRAFTSMANSHIP, QUALITY, CREATIVITY ARE UNIVERSAL VALUES THAT INDIVIDUALS CAN DISCUSS TOGETHER REGARDLESS THEIR BACKGROUND, THEIR EXPERIENCES AND SKILLS.
Quite the opposite, are their differences that enrich the dialogue and allow to collect and exchange ideas, entertain meaningful conversations and set fruitful collaborations.
Starting from single actions of individuals and taking advantage of the online life, Must Had aims to gather people and build a strong refashion community believing in the same values and sharing the same philosophy: be them consumers, designers, artisans, supporters, everyone plays a role in the game and can give their own personal contribution to extend the movement, embrace refashion and attract interest on the responsible behavior that might save the Planet from overproduction and overconsumption.
Must Had emphasizes the importance of circularity in the economy in order to concretely close the loop: not only we can reduce the impact on our Planet of the current business model that rules the fashion industry but also benefit from what’s commonly known as ‘textile waste’. They are basically ‘no more interesting clothes’, textiles that don’t belong to the fashion trend of the moment anymore. If we consider a couple of definitions of ‘waste’, it’s clear that even a change of perspective is necessary: we can find “materials that are no longer needed” or “something left over, esp. after some process has been performed and something more valuable removed”. It’s all a matter of viewpoint, where what’s traditionally underestimated, useless or unnecessary here becomes an opportunity and a valuable product: even though we have to tackle an issue, it’s a challenge to find out alternative, creative and original solutions; we need to rethink our relationship with our habits and educate ourselves to put into practice research, rescue, repurpose and revalue.
On Feb. 26th , 2022, to celebrate 1 year of activity, Must Had will hold CLOSE THE LOOP MUST HAD X MILANO FASHION WEEK and will be given the chance to show and demonstrate that we can make refashion truly happen… stay tuned for more!