Did you know that the fashion industry is the second most polluting industry in the world, just after the energy industry?
Welcome to the world of the future, my reader. A world where a great country like Australia is burning alive. Where a billion animals and many forests are burned alive, too.
A world where there is no future for anybody.
I am a modest journalist with no signs of the abovementioned worries. At all.
Pitti Uomo is described as the United Nations of the Fashion industry. UN fashion does not even know what is happening in the environment. Why?
Max Bono goes around the stands asking about just two basic concepts: The traceability of raw materials and the sustainability of the products—no general words about the circular economy or sustainability of small projects.
No, Max wants to know how much of each raw material is used and where it comes from for the fashion products exposed.
Simple questions.
But nobody knows that at the stands.
People keep showing general labels to show provenience. Things of the past. It's worth nothing nowadays.
What raw material is used, and where is it on the blockchain? asks Max.
Block what? The persons at the stands ask.
People going around stand and like to take pictures in fashionable clothes.
But they do not care that the world is burning out there.
They seem to be on the Titanic.
They dance and do not care that the boat is diving and burning.
They are only in love with themselves and with their physical images.
But the Z generation, their customers, wants answers. These are not general words. About lovely (and empty) projects about sustainability.
They want to know where the raw materials come from, how much water is used, and why.
Pitti Uomo, why don’t you answer those questions rather than look at the mirror to see how beautiful and empty you are?
