Quid, winner of the latest edition of the Green Carpet Fashion Awards, the most important initiative aimed at rewarding eco-sustainability in the fashion world, is a social cooperative founded in 2013, which is revolutionizing fashion’s approach to sustainability. The cooperative, born from a tailoring laboratory based in the province of Verona, was born with the aim not only of making fashion a sustainable universe, but also an ethical one, changing those unwritten rules that have always governed most of the fashion world. The company, mainly made up of women in disadvantaged or frail conditions, has now become the opportunity for stable employment for many, which offers not only training and job growth, but also a vision projected into the future, with the aim of providing a service to the big names in fashion and to the general public.
Quid is in fact divided into two main business units, one that acts as a supplier, producing sustainable capsule collections for big brands (including Zalando, Vivienne Westwood, Stella McCartney, Calzedonia and many others) made from end-of-series fabrics, unsold stocks or donated, in order to reduce the environmental impact of fashion. The second, on the other hand, acts as a real brand under the guise of Progetto Quid, with an offer of clothing designed starting from the desire to clear the belief that sustainable fashion is not cool. The idea of Quid, therefore conceived with the aim of creating social and work inclusion, has been greatly appreciated by the fashion world which has dedicated many awards to it, among the most important: European Social Innovation Competition (2014), Lighthouse Activity in the category “Women for Results” of Momentum for Change assigned by the United Nations – UNFCCC (2017) and last and certainly not least the CNMI Responsible Disruption Award at the Green Carpet Fashion Awards 2020.
But let’s get to know Progetto Quid better! As we anticipated, Progetto Quid is the cooperative’s ethical fashion brand. The brand, conceived from the desire to make a difference on a market of which Italy is an excellence like fashion, boasts a unique asset in the sector panorama. All the garments produced by Progetto Quid are 100% Made in Italy and are made starting from giving new life to surplus fabrics from both Italian textile experts and well-known international brands, establishing themselves as a perfect, completely sustainable slow fashion machine. The style of the Progetto Quid garments also wants to launch a strong message in which women are once again the protagonists. The garments in fact have the purpose of portraying a female universe that is not ashamed of its fragility. The women to whom Progetto Quid addresses are contemporary, immersed in the daily routine of life and aware of the impact of their choices, even when it comes to simply choosing a dress. The social inclusion that drives Progetto Quid has also found space within the new campaign of the SS 2021 collection with the Portraits of Reblossom project. The shooting of the project to launch the new collection has in fact as protagonists also the faces of the women who work for Progetto Quid, in a riot of smiles, joy, emotion and pride for a reality that does not scream at scandal, but concretely builds day by day foundation of a better world.
