Paloma López Founder of The Circular Project, a pioneering project promoting sustainable and ethical fashion in Madrid
WHY DID YOU DECIDE TO SPECIALISE IN SUSTAINABLE FASHION?
I guess like everything in life, it is the result of a path, and of staged decision-making. Added to that the fact that in my family there has been a close relationship with the textile industry, my mum being a dressmaker and living in an area with a tradition in textiles.
As a result of the crisis, in 2013 I had to reinvent myself and merge my knowledge in journalism with a project of environmental and social impact. I wanted to focus on a concept closer to what my true understanding of fashion should be: Sustainable fashion concentrates all the values I believed in, that are worthwhile in life and in work.
WHAT ARE THE CHALLENGES THAT YOU HAVE TO FACE AT THE CIRCULAR PROJECT REGARDING CONVENTIONAL SHOPS?
From the beginning, The Circular Project had high standards and wanted to merge the destiny of its brands and work, and to work together to communicate and promote another way of dressing. For this reason, The Circular Project is not just a shop, but we’re also engaged in the communications side of the project. In communicating the key values of sustainable fashion through events such as Sustainable Fashion Week Madrid and through education programs to those who want to find out more about the transition within the fashion industry, essentially towards a model that better suits the planet and the people.
The main challenge is the huge lack of knowledge about sustainable fashion and its purpose. I think that the information related to sustainable fashion is not communicated correctly so at The Circular Project we work to provide high quality information to our customers.
Another challenge we face are the labour conditions. We do not receive any support and so the Project must be self-financed. We are continuously finding new ways to make the Project grow and to make the Project economically self sufficient.
HOW DID CANUSSA BECOME INVOLVED WITH THE CIRCULAR PROJECT?
Canussa arrived at The Circular Project as a baby, with the intention of doing the right things. From the very beginning we fell in love with the brand and the concept, so we are proud at having seen Canussa develop, how it is progressing and how seriously it took becoming a truly sustainable brand, focusing on every single detail. Canussa is at The Circular Project because it is working towards sustainability like no-body else, by reducing the impact and by being consistent at every step.
WHAT WOULD YOU HIGHLIGHT ABOUT CANUSSA?
Essentially, it is remarkable the fact that its products are versatile and functional with a modern and beautiful design. Canussa is using materials that are more and more sustainable and circular, helping Canussa use truly recycled and recyclable fabric but still with high end finishes. I’m in no doubt that Canussa is one of the very best brands we have got at the moment, not only in our country but I would say worldwide.