Informing and sensitizing the consumer about buying a responsibly made wardrobe is key. Inside Out is a new communication project conceived by C.L.A.S.S. Eco Hub with this aim in mind. During the last Filo trade show held in Milan in February, they held a round table hosting insiders supporting this project.
Sensitizing on buying and behaving responsibly is becoming vital in these days. Involving final users, entrepreneurs, designers and any other player within the value chain is essential, especially in a crucial time as the present one.
During the last edition of Filo, the Italian trade show involving the key international yarn manufacturers, they hosted the interesting communication project Inside Out, conceived by C.L.A.S.S. Eco Hub, and a round table hosting insiders focused on acting fairly.
The campaign had debuted at the end of 2025 within a public event held at Base in Milan and to highlights every measurable aspect of the next-generation wardrobe, giving voice to what often remains invisible in a garment.
The project was created by C.L.A.S.S. Eco Hub, a B2B platform founded in 2007 focused on connecting and encouraging collaborations between sustainable raw material manufacturers, virtuous brands and designers, among other activities.
The Inside Out campaign has defined ten parameters concerning key measurable aspects a smart and responsible wardrobe should focus on. The aspects are Ethics, Social Initiatives, Traceability and Transparency, Environment, Health, Circular Economy Initiatives, Design, Ingredients, Production, Dyeing, and Finishing.
Four key responsible players of the fashion and education sectors shared their experience and opinion and discussed the ten keywords.
Participants were Giusy Bettoni, CEO and founder of C.L.A.S.S. and of the Inside Out by C.L.A.S.S. campaign; Dario Casalini, CEO of Maglificio Po s.r.l. – Oscalito 1936 and founder of Slow Fiber; Giovanni Maria Conti, professor, Department of Design, Politecnico di Milano, and Nicoletta Fasani, designer and president of CNA Milano Moda e Tessile. Moderating the talk was Maria Cristina Pavarini, journalist and founder of Aliveandkiki.com.
“Trust is the new luxury,” said Giusy Bettoni. “In days like the recent ones, we found many examples of unfair approaches to textile and apparel manufacturing. After recognizing cases of irresponsible behavior among fast fashion and ultra-fast fashion, also luxury brands were involved in scandals we surely didn’t expect. By launching this campaign I didn’t invent anything, but I collected some important values that shall become part of a new language, while they also need to be supported by a new system of laws,” she added.
Among the speakers participating was Nicoletta Fasani, designer and entrepreneur, founder of her own brand of certified sustainable apparel, running two stores—one in Milan and one in Sestri Levante. She produces her whole collection within the surroundings of Milan. She has followed a sustainable approach since 2010, when only a few cared about it, and she started adding to her collection with a tool similar to the Digital Product Passport already some years ago, in order to make each item transparent to the eye of the consumer.
“I don’t know when consumers started asking themselves about what they eat, but I think this campaign is hitting the market in a very crucial moment,” she explained.
“I represent a micro-company, and I think that by adhering to this campaign, it can help amplify our fair approach—which at present is only self-financed, but this can’t continue for long. I think the Inside Out campaign mindset should be more than small drops in an ocean. It should be rather embraced by the entire market. Plus, the youngest consumers are very receptive and can be so strategic in spreading this mentality further,” she added.
Giovanni Maria Conti, professor at Politecnico di Milano, is closely working with students and believes the youngest generation already embraces responsible behaviors. “Their conduct is already virtuous, as they have special habits like swapping their wardrobe pieces or buying secondhand because they recognize that vintage pieces have a story to tell,” he continues.
“I think this campaign is sensitizing people to turning one’s point of view upside down and considering designing fashion as part of a project. They are aware that by designing a product, they are already making a choice and deciding what message they convey.”
For Dario Casalini, CEO of Maglificio Po s.r.l. – Oscalito 1936 and founder of Slow Fiber, he thinks that the problem is very complex and cannot be simplified. In fact, too much simplification doesn’t deliver the vastness of the problem. Moreover, unfortunately, the way the overall industrial system is designed makes costs fall on the shoulders of the most virtuous ones without solving any problem. “If I guarantee biodiversity or support processes like favoring pollination and water purifying, no one calculates it. Though my products are much more expensive, I am out of the market,” he explained.
“All these themes are huge, and consumers will slowly learn them. It will take time, but we need to start talking about them. We as Slow Fiber have set three main objectives: spreading the culture of responsible consumption, recalling the young’s attention to manufacturing—as we cannot simply work in services—and, third, we should save an industry based upon ethical values,” he explained.
“All these themes are huge, and consumers will slowly learn them. It will take time, but we need to start talking about them. We as Slow Fiber have set three main objectives: spreading the culture of responsible consumption, recalling the young’s attention to manufacturing—as we cannot simply work in services—and, third, we should save an industry based upon ethical values,” he explained.
He also pointed out that too much simplification based upon scores given to partial evaluations like PEF, LCA, and similar examples of a restricted mindset approach are not enough. “Biodiversity exists from the moment when you don’t do and don’t touch anything. I have three sons, and I realized they learn very fast, but too superficially. These themes are very complex, but they cannot be simplified, as any simplification would be only harmful.”