5 brands spotted at White Sustainable Milano to keep an eye on

As it already happened for the most important events in the fashion industry, from Fashion Weeks to more traditional fairs, the health emergency required a digital translation of scheduled appointments. White Sustainable Milano was no exception, for almost three years now the Milanese event that has rewritten the definition of a trade show, offering an unprecedented space in which buyers, brands and consumers can come together. 

That same space was reproduced online, on the WSM digital platform that hosts the story and the collections of the brands that took part in the event, which was held online from January 15 to 18. Two were the main focuses that defined this year's edition: sustainability and advanced craftsmanship. The selected brands produce their garments using recycling and upcycling processes, working with less polluting raw materials to reduce the environmental impact, also starting a path of traceability and transparency. The other founding value of WSM is the new frontier of craftsmanship, in which tradition coexists with modernity through the work of modern makers who combine image and product.

nss magazine has selected five brands to keep an eye on among the ones spotted at this edition of WSM. 

#1 FEDERICO CINA 

In an industry dominated by streetwear, which is finally coming to an end, Federico Cina aims to become a leading brand in the sartorial world, bringing sophisticated and elegant looks to the catwalk, which tell the romantic essence of Romagna history and culture. The brand is characterized by a romantic and refined touch based on an experimental approach to materials and colours, all wrapped in a nostalgic and emotional atmosphere. 

Instagram @federicocinaofficial

Fall Winter 2021/22 - “A EMILIA"

Fall Winter 2021/22 - “A EMILIA"

Fall Winter 2021/22 - “A EMILIA"

Fall Winter 2021/22 - “A EMILIA"

Fall Winter 2021/22 - “A EMILIA"

Fall Winter 2021/22 - “A EMILIA"

Fall Winter 2021/22 - “A EMILIA"

Fall Winter 2021/22 - “A EMILIA"

#2 SINOBI

Founded in Ukraine in 2019 by Shushan Pambukhchyan and Alexander Vernik, Sinobi is a brand of orthopaedic shoes made of sustainable materials that stand out for their futuristic design. In addition to having set up a completely transparent business (on the website, in fact, suppliers and partners are fully listed, from Odessa to Empoli), the brand is built on pillars such as awareness, longevity, the ability to assume one's responsibilities, offering freedom and comfort for those who wear the brand's products. 

Instagram @sinobiofficial

SINOBI SS2021

SINOBI SS2021

SINOBI SS2021

SINOBI SS2021

SINOBI SS2021

#3 KIDSOFBROKENFUTURE

Already known to the most attentive fans of Italian fashion, KIDSOFBROKENFUTURE, founded in 2018, is a sustainable brand in its processes, production, environmental protection and initiatives to support social charities. More than a fashion brand, KOBF is a real movement created to raise public awareness on political and social issues. With an aesthetic aimed at the artistic vision of street subcultures of the late 20th, the brand has made social communication one of its strengths. 

Instagram @kidsofbrokenfuture

Collection NEXT

Collection NEXT

Collection NEXT

Collection NEXT

#4 NTMB

The NTMB collective, the acronym for NEVER TOO MUCH BASIC, Made in Naples, works on the concept of customization and craftsmanship. The brand's goal is in fact to create items with an unmistakable character, designed to break the fashion system's monotony and rules. The brand's aesthetic is strongly influenced by the Neapolitan underground culture and mixes different cultural references to generate an emotional "shock" to create a new dress code. 

Instagram @ntmb_official

NTMB Fw 21/22

NTMB Fw 21/22

NTMB Fw 21/22

NTMB Fw 21/22

#5 PROGRAMMA

Minimal approach, sartorial details, elements reworked according to modern creative processes: all this is PROGRAMMA, an artisanal product entirely designed and made in Italy. The brand is finely built on a code that manipulates the relationship between form and function, between the familiar and the irregular.

Instagram @programma____

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Discover all the designers present at White Sustainable Milano in the B2B area of the event's website.