Activist post-streetwear brand ANTI-DO-TO – which invests 50% of net profits in social impact projects – presents its new EARTHBOUND collection, and does so starting with the neologism, from which the collection takes its name, coined by French sociologist, anthropologist and philosopher Bruno Latour.
Latour developed the concept of Earthbound to respond to the urgency of redefining our species on the basis of a renewed pact of symbiosis with the planet, which is no longer limited to mere attachment to the soil, as until then had indicated the word “human”, from the Latin word “humus”, or “earth”. Today, more than ever, we need to be no longer simply “Human” but Earthbound, that is, at one with the earth.
The EARTHBOUND collection – the first curated by the new creative director Giorgio Di Salvo – consists of 15 models all Made in Italy, in Veneto, and made with natural materials such as GOTS certified organic cotton and GRS guaranteed recycled cotton.
The peculiarity that really distinguishes the collection and makes it something special is the technique of dyeing the garments, whose mineral pigments used come directly from the ground, from the earth. This type of dyeing process makes it possible to obtain infinite and incredible dusty shades, and this is what makes all the garments in the EARTHBOUND collection unique. Equally interesting is the origin of the colors and the dyeing process that characterize the collection: It is a process of textile dyeing from mineral pigments of natural origin derived from quarries and breaches in the ground, mostly located in Italy and France, where usually colored veins are found, then extracted according to strict regulations and concessions. Post-extraction, the quarries are able to regenerate themselves: since they are small quarries, sometimes simple holes, restoration is done immediately with earth and material from the excavation and the site. In this way, the vegetation recovers spontaneously and quickly, as it is meadow or scrub in impervious places. The colors of the earth, obtained from the raw materials by washing, drying, grinding and sieving are, of course, dictated by the chemical elements present in a dominant measure in the subsoil.
TAll these special ZETATERRA pigments, developed by the chemical company ZAITEX, were used for the first time ever in ADT’s EARTHBOUND collection. What makes ZETATERRA pigments unique – besides their greater durability compared to other dyes, both vegetable and synthetic – is their minimal impact on the environment and in any case lower than other dyeing processes, thanks to their low operating temperatures (max. 50°C instead of 60°C /98°C of other dyes) with lower energy consumption and better waste water treatment.
To accompany the collection ANTI-DO-TO has made a video directed by NO TEXT AZIENDA f which you can see the full version here.
ANTI-DO-TO’s EARTHBOUND collection is available now at www.anti-do-to.com.
