EVROPA
Evropa is an Italian sustainable brand that takes its inspirations from the ancient mythology: the values that drive the project are environmental and social sustainability through the recovery of waste textile materials and a Made in Italy production. Their latest collection “Mother Nature” was launched on social networks through the use of key words that were then translated into silent activist slogans on t-shirts and flags to underline the relationship between human beings and nature.
Evropa aims to expand the possibilities offered to its customers without losing sight of the art of manufacturing and respect for the environment, through the creation of high quality and durable slow fashion garments to replace the trends of the fast market and garments produced in overproduction. This is a theme that represents the core business of the brand. The project is still new but already inserted into the circular market and boldly sets itself the objective of implementing its customers by practicing sustainable activities thanks to the help of technological innovation.
What is the inspiration behind the name “EVROPA” and what is your vision for its current growth in the market? What trends in fashion or lifestyle inspire your brand?
The name Evropa takes its inspiration from ancient mythology and astronomy, where the act of transformation is a central theme. We liked the idea that this concept represented the sustainable action that Evropa does every day: giving new life to discarded textile materials. Our vision is for our project’s methodology to replace other practices that are unsustainable in the marketplace, and Evropa is the medium for us to convey this message. In fact, to disseminate this attitude we are inspired by worlds other than fashion, such as Art for example. That is why our communication is a visual narrative steeped in symbolism.
What are the core values that drive your brand and how are they translated into your product line?
The core values that drive the project every day are environmental and social sustainability,
in particular we are committed to slow production of our products and totally Made in Italy. The recovery of waste textile materials is translated in the collections into garments and accessories characterized by highly articulated structures and constructions to allow the greatest recovery.
Have you collaborated with influencers or created a personality to promote your brand? If so, how did this experience go and what results do you expect?
To date, collaboration with the influencer figure is a common strategy in the fashion world. However, our goal is not to create a unique personality that represents or promotes Evropa, but rather, from the beginning, we have always tried to collaborate with figures from different artistic worlds in order to be able to expand our user base. If one of our goals is to try to change attitudes in approaching fashion, we believe that having a narrow target audience is limiting.
How do you integrate innovation and technology into your customer service offering?
Currently our customer service offering is simple and based on traditional services on our
website. Actually we would like in the future to integrate technology into the users experience to enable people to discover and enter the Evropa world even remotely and to implement innovation in the production process of our products.
What is the inspiration behind the core of the brand and how does it surround your audience across your company on your social network?
To build Evropa’s image we are inspired by various art forms, but our main influence comes from the world of nature. We try to tell, through words, color and narrative, the strong ethical relationship that binds us to the environment by reflecting it in the identity of the project. Our latest collection “Mother Nature” was launched through the use of key words that were then translated into silent activist slogans on t-shirts and flags. We believe that Evropa’s clothing is the symbol of the relationship between human beings and nature, so we look for a “sporty” attitude of camouflage, function and comfort in garment construction and colors.
What is the best way to organize the event to involve young people and create a community around the EVROPA brand?
Evropa is a project that tries to create unexpected situations, and we believe that this is the
force that sparks interest in our audience. This was demonstrated by our last event in Venice, which, through the structure of performance and collaboration with two emerging contemporary artists (Marco Augusto Basso and Denise Tosato), was articulated in an immersive and dynamic show. The presence of performers as living mannequins interacting with different devices, sound and spectators, the setting and strobe lights made people leave the city not as mere audience but as an integral and fundamental part of the experience.
What is your vision for the future of the EVROPA brand and how do you plan to continue to grow and innovate in your industry?
We hope that Evropa can become an active reference point for Italian textile companies in waste recovery, increasingly fostering the circular economy. We are committed every day to keeping solid the partnerships we already work with, because we want to operate concretely on the present to see changes in the future.
Performance written by Death of Master, directed by Marco-Augusto Basso (@millepiani), voice of Denise Tosato (@calcomane), curated by Evropa.
Perfomers: Irene Mathilda Alaimo (@cielestiale), Rachele Calisti (@nonno_di_akhmim), Edoardo Da Silva Orlandini (@e.ods), Sofia Dalla Vecchia (@fiadallavecchia), Giulia Fegez (@friulivenezia), Edoardo Fumagalli (@edo_fuma), Elena Martusciello (@elena.martusciello), Lorenzo Morra (@memento.morra), Viktoriya Naidenko (@vn.vikanaidenko), Miruna Priftis (@mirvna), Carolina Sartori (@caroninjas), Cecilia Segato (@cecinestpascecil), Giulia Zoia (@zzgiu).
Key Beauty: Carlotta Boattini Pierantoni (@olio.di.palma)
Make-up assistant: Assiya Zelmat (@ass.iiya.mua)
Hair assistant: Giulia Raffaeli (@ggiulia.mua)
Photo: Lorenzo Marzi (@hippatodahoppa_)
Photo assistants: Nigma (@n_i_g_m_a_) & Gianluca Piovesan (@piovesan.gianluca)
Video: Nicolò Bolla (@nickbolla) & Marco De Franceschi (@marco.macfly)
interview VALERIA DE CRISTOFARO
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