When Farmers Meet Designers: Let’s Grow Shirts And Create True Eco Fashion
Employing the greatest designer to be found on this planet, nature itself, gives rise to a
different outlook on beauty and fashion.
Released on: March 21, 2011, 5:45 am
Author: Sebastian Runde
Apparel & Fashion,
Città della Pieve, Italy, 21st of March, 2011 - Is the perception of beauty man-made or is there such a thing as natural beauty? To ﬁnd out, an Italian
designer and an organic farmer came up with the idea of growing shirts, having nature design fashion. After
a two year period of growths in the hills of Umbria, near the Tuscan border in Italy, the ﬁrst harvest is ready
for the catwalk.
When Francesco Mugnaini, a 31 year old designer who had previously been working in the busy city of
Milan, met Sebastian Runde, a 41 year old Scottish farmer running an organic farm in Umbria, Italy, they
merged their different backgrounds and experiences to come up with a rather unusual fashion project: let's
grow shirts. The unpredictability of nature was the seed for the idea, to plant and harvest shirts. The
garments were exposed to nature's forces by planting them into the ground and give nature time to do her
unpredictable design process. The result is stunning and every single design unique.
The T-shirt was considered ideal, as it is one of the most simple garments existing, there could be no better
for the project. It is unpretentious, simple, like an empty canvas on which nature can create its designs.
Francesco designed a shirt which truly complements the body, idealises it even. "We aimed for a focus on
the aesthetics created by nature, to offer a perception of beauty man would never be able to create. We
produce beautiful shirts, but it is nature who makes them truly unique» says Francesco Mugnaini.
The materials used had to be of a kind which would react with the soil, the water or sunlight. Naturally no
synthetic yarns could be used, as not to create a thread of pollution. After many tests, a high quality organic
silk proved best and gave the most interesting results.
The silk shirts are produced by local craftsmen with great expertise. Sebastian Runde, as an organic farmer,
is very passionate about his concern for the environment: "Producing the T-shirts abroad in a country with
low labour costs was out of question. We looked for local recourses and were very lucky, indeed. We
manage to produce a garment, which is 100% made in Italy. The yarns are coming from northern Italy, the
shirts are produced locally in Città della Pieve."
The ﬁrst collection of RIGHT AS RAIN™ is harvested and up for sale on www.right-as-rain.com. An array of
utterly different silk shirts for men and woman. 100% designed by nature.
If you would like more information about this topic, or to schedule an interview with Francesco Mugnaini or
Sebastian Runde, please call at: +39 0578 299 777, cell: +39 328 0812 442 or write an e-mail to
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