Reborn in dust: the Pulvera case
In the heart of the Brianza manufacturing area, Pulvera takes shape, a company born to give new life to textile waste and transform it into valuable materials.
Founded by Eleonora and Beatrice Casati , the start-up follows in the family tradition of Casati Flock & Fibers, reinterpreting it in a sustainable and technological way.
We met with Eleonora, a young entrepreneur from Brianza and the creative mind behind this "dusty" revolution, to learn how the idea for Pulvera was born, the limitations of textile recycling that drove her to innovate, and the challenges and decisions that shaped the path of a startup that transforms waste into opportunity.
1. Why did the need arise to develop Pulvera as a spin-off of Casati Flock & Fibers?
Eleonora: Casati Flock & Fibers is a company with a long tradition and a solid core business in the production of flock, or chemically treated textile powders. Recycling projects, such as producing flock from textile scraps rather than virgin materials, have been ongoing for some time.
In recent years, the introduction of new regulations and brands' growing focus on sustainability have led to a significant increase in textile recycling projects. This evolution has led to the need to create a new corporate division capable of operating with a distinct and more flexible business model.
Pulvera therefore represents the desire to create an autonomous reality, characterised by an innovative vision, while maintaining the know-how and experience gained by a company that has been operating for over seventy years .
2. What gap or limitation in textile recycling convinced you that a technology like yours was needed ?
Eleonora: Compared to traditional recycling methods, pulverization technology allows us to process textile waste that other technologies cannot handle. In a certain sense, pulverization can address areas where conventional techniques cannot or cannot be applied. This process also addresses two key needs in the industry: managing mixed materials and reducing costs. Indeed, recycling with recycled yarn often involves high costs, while using pulverized textile waste allows us to obtain high-performance materials at more competitive costs.
3. When did you realize it was the right time to launch a startup? Were there any signs from the market or the regulatory framework that encouraged you ?
Eleonora: The decision was made following several signals, both from the market and the regulatory framework. On the one hand, the growing demand for sustainable solutions; on the other, the new European directives—particularly Extended Producer Responsibility—which require companies to take responsibility for their textile waste, giving it a second life.*
Pulvera was born in response to this need, but also as an opportunity to expand the scope of the parent company, allowing it to collaborate on projects in new fields, such as design, construction, and architecture, in addition to fashion and packaging.
4. What doubts or fears did you have to face at the beginning of this entrepreneurial journey?
Eleonora: At the beginning, one of the main difficulties was the lack of specific training or direct experience in the industrial sector. Despite growing up in a family connected to the company, I had never participated in the production processes nor had I a detailed understanding of industrial dynamics.
Another challenge was the decision to abandon an established career path—after a degree in Media Languages and a Master's in Fashion in Paris—to embark on a completely new entrepreneurial project. However, I decided to follow my intuition, confident in the knowledge that I was addressing a real market need and relying on a solid foundation of family and business expertise.
5. How did the initial idea transform into an approach that not only recycles but transforms waste into a creative resource?
Eleonora: Initially, the goal was to reintroduce pulverized textile waste into production chains, without a particular focus on the creative aspect. Over time, however, we understood the importance of showcasing the aesthetic and functional potential of textile powder, thus moving towards a more experimental and innovative approach.
More than creativity, we can talk about applied innovation: textile powder, in fact, can offer physical performance similar or equal to that of virgin materials, becoming a true design resource.
6. Looking back at the birth of Pulvera, what was the most decisive episode or decision that made you say, 'Yes, this is the right path'?
Eleonora: The turning point came when a major fashion brand chose to rely on our research and expertise, commissioning us to carry out five development projects dedicated to the valorization and implementation of their textile waste.
In one of these projects, for example, we managed to completely replace the virgin flock used in packaging with flock derived from their own waste. This was a concrete sign: revolutionary ideas aren't necessarily needed, but measurable results and effective solutions capable of generating value and truly contributing to brands' sustainability goals.