IN CONVERSATION
With Leticia Credidio
Sustainability is more than just us:
While we are focussed on positive impact through Slow Travel, we know there are a hundred other areas of life which also contribute to climate change and social justice. Part of our work is to shout about the amazing work of other businesses and social enterprises in the sustainability world.
Plus, the interconnected nature of the world means that many of these other areas also relate back to travel and transport. In order to fuel our global hunger for cheap goods, we produce and transport them all over the world.
Leticia’s story is a great example of how switching from “consuming” products and services to “investing” in them creates benefits for the planet and its people. Read the full interview below:
Hi Leticia! Tell us a bit about your company and mission!
Hi! Of course. I am the Founder and Creative Director of a sustainable sleepwear and loungewear brand based in East London and crafted in Italy. My mission is to unleash the power of sleep.
That’s something we all need! You are focussed on slow fashion – what makes your manufacturing process different?
Our garments are manufactured in Italy in a small atelier in Emilia-Romagna. For many years I’ve been planning to somehow be able to enhance the Italian economy, and especially help women gain skills and employment. So it felt quite like a natural step to combine this plan with the country’s emphasis of craft and art.
What do you find most rewarding about working in this way?
I think the most rewarding thing about working with our atelier is the personal connection. I know the ladies who produce our garments and I include their names on our labels. I took me around 2 years to find a place which literally opened their doors for their clients, so I could see who they employ. There’s nothing secretive or shady about them – they’re a small family-run business made by strong women.
How do you think slow fashion can help support different crafts, small/local businesses and different cultures?
Slow fashion accepts the pace of small/local production and is based on quality rather than quantity. The fast fashion industry aims for sales and profit above all, while slow businesses are able to benefit from and enhance artisans’ skills and local cultures. Slow and circular economic models are more holistic – the business values and production process are in line with the environment and community’s needs, which is what makes it sustainable.
What is the main challenge that slow fashion brands have to address in consumer perceptions? How can they help to overcome this?
One of the main challenges is the final price and customer price perception. Slow/small businesses produce and buy in small scale which is always more expensive. Working with artisans or local suppliers is not as fast as dealing with large manufacturers, so clients may have to wait while the garment is made, instead of buying something off the shelf – so timing is also another challenge specially for “on demand” products.
Luckily after the recent lockdowns people are becoming open to the idea of consuming wisely and locally. Encouraging customers to Investigate what’s behind each product we buy is very important – where it comes from, why it costs so little, is this company greenwashing or promoting slavery?
What is your vision for a better future in the world of fashion?
My vision for a better future for the fashion industry is that consumers, designers and manufacturers stop producing waste. There is so much plastic waste and so many garments ending up in the landfills so I hope (ours) and future generations will implement better solutions to protect our environment.
Thanks so much for your time Leticia. Want to find out more about Leticia’s designs and sustainable fashion? Head to www.leticiacredidio.com, or find her on Instagram.
Leticia Credidio is an Italian-Japanese, Brazilian-born designer based in East London and Milan. She has worked at the intersection of design and social change for more than 12 years, working as an art director for some of the world’s leading NGOs. After experiencing the detrimental health impacts of overwork and a lack of sleep, she decided to put her creative energy into establishing a sleepwear brand that champions taking the time to rest, to embrace comfort and slowness, and be present in the now.
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