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Project NOT it is not just any project and it is not for everyone. It is about cashmere sweaters approachable by all, with a economically sustainable cost and an environmentally sustainable production process. Suitable for those, male or female, young or old, who pay attention to what they wear convinced that it is not a purely aesthetic issue, the project does NOT now sell its garments in Milan and Paris but it will be soon online for everyone. Let's let the team do the talking and see if it's for us.
1) How did the idea of NON come about?
It is NOT born from the will of expand accessibility (for a wider audience) to products of the highest quality in the field of knitwear. Alberto Zanone's long experience in the sector has made it possible to optimize production processes with a proposal summarized in colors and concentrated in the number of models. This choice led to a reduction in costs and, consequently, in prices to the public. In the current international market, ultra-fine cashmere sweaters such as those in 100% high-twist cotton are extremely expensive and only rank in the luxury product range. With the project NOT these Highest quality jerseys will be within reach of a new audience who will have the opportunity to compare and verify that the cost of the garments is NOT half and in some cases a third of similar garments of the most renowned brands.
2) What is its uniqueness? how do you distinguish yourself from competitors?
The uniqueness of the project lies selling by weight for all cashmere garments according to the size and consumption of the raw material which varies consistently between a small and an XL. This is possible thanks to the traceability of the entire production process, from the purchase of the fiber to the dyeing, from spinning to knitting, up to the packaging of the jersey. Another distinguishing feature of the products is NOT the natural dyeing of the fiber on all 100% cashmere garments. In particular, for garments made of worsted cashmere (the finest) it is NOT the only company in the world a do not use chemical dye.
3) Why is the NON project green?
The green aspect of the project mainly materializes with the consumption reduction. Sweaters are NOT long lasting for 2 reasons: the high quality of the raw materials used and the aesthetic "timelessness" of the garments in total contrast to fast fashion. As for garments made of high-twist cotton, even after countless washes, they keep their appearance and color intact without discoloring. A product that for its characteristics it does not require ironing and the natural dyeing of the cashmere fiber, made with the use of herbs, leaves, roots, compared to dyeing with synthetic dyes, it allows to create garments that have a low toxicity e they do not cause allergic reactions. This determines not only a cancellation of the negative effects that the chemical textile processes have on the person, but also a sensitive one reduction of industrial waste.
4) Who do you contact with the NON project?
Our target audience, female and male, is that sensitive to environmental protection, who is informed and is able to compare and distinguish apparently similar proposals. An audience that contrasts planned obsolescence seasonal, if not weekly, products with more thoughtful, less exhibitionist choices, where quality is the most considered element.
5) Where can your clothes be purchased?
For the moment the garments CANNOT be purchased exclusively in two shops in Milan and Paris, both shops are located in central areas but not very busy. This choice is a further element that has allowed a containment of costs in renting the premises and consequently of product prices. We will shortly be posting a list of all available items on our website e we will activate a home delivery service.
6) What kind of design did you choose?
The design chosen for the garments respects the values of a long lasting product favoring the functional aspect and attention to detail.
7) A few words about what ASAP is and its mission
ASAP, as sustainable as possible, is the reference model that since 2007 has generated a series of other eco-sustainable projects: 100% natural vegetable tanned leather. One knit to wear - accessories. Recycled - limited edition, Rivolto - the reversible raincoat. All projects can be viewed on the website www.asaplab.it
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