STAND Up!: Verabuccia, winner of the Sustainable Innovative Start-up Award in the Monte-Carlo Fashion Week!

@Manuel Vitali

Verabuccia is on fire after the prize received at the 10th edition of the Monte-Carlo Fashion Week. The Italian company founded by Francesca Nori and Fabrizio Moiani won the award in the ‘Sustainable Innovative Start-up’ category for its innovative plant-based leather, made from pineapple skins. This start-up has been selected by Prato Textile Museum to join the access to finance in Italy under the STAND Up! project and develop their financial literacy skills.

“The fashion industry is highly polluting. This is an issue that we all want to tackle and it’s time that the industry changes. In Monaco, we have the goal of reducing greenhouse gas emissions by 55% by 2030, and to reach carbon neutrality by 2050.”,

Annabelle Jaeger-Seydoux, Monaco’s Director of the Mission for Energy Transition

The Italian new brand turns ananas peel into a sustainable material for the fashion industry that feels like leather but is totally natural and cruelty-free. Ananasse is an organic pineapple peel which, through an industrial production process, acquires the characteristics of application such as those of a traditional fabric or leather while maintaining the initial aesthetic appearance of a vegetable peel.

“Over 70% of clothing is made of more than one fabric, thus rendering them unrecyclable”

Matteo Ward, CEO and co-founder of WRAD

Local fashion brand Regenesi also was recognized for its work towards sustainability in the fashion industry, together with Verabuccia, during a conference at CREM, as part of Monte-Carlo Fashion Week. Regenesi, founded by Maria Silvia Pazzi and Alberto Montanari, won its award in the ‘Sustainable Circular Economy Pioneer’ category for the creation of fashion items made from 100% recycled materials.

The present edition was held 23-27 May 2022 with a special commitment to sustainable fashion which distinguishes it from other Fashion Weeks. Several conferences and round tables were held throughout the week to reflect on the consequences of fashion on the environment.