Rethinking Indigo takes place within the denim industry, which is facing a crucial environmental challenge. Traditionally considered a revolutionary fabric for breaking with conventional norms, denim has now firmly established itself in the collective imagination. However, its revolutionary nature can be redefined through a new approach to using this material.

We believe denim can serve as a starting point for significant innovation, starting from the premise that already exists. If in the past, innovation required the creation of something completely new, today we believe the revolution process revolves around reinventing existing resources.

The Rethinking Indigo platform aims to bring together Italian companies operating in the denim sector, adopting an innovative and sustainable approach. Its primary goal is to provide a meeting and collaboration space for companies that share these values, while also promoting education and awareness regarding the environmental impact of denim and the related contemporary challenges.

The platform, in addition to promoting the work of designers, aims to raise awareness of environmental issues related to the production and use of denim, as well as promote sustainable practices and solutions within the industry. This approach not only aims to foster greater awareness, but also to stimulate innovation and the adoption of more responsible practices within the Italian denim industry and beyond.