Who knows how or why fashions and tastes change? Leather, used in medieval armor, needed several centuries to appear in exclusive clothing stores. Synthetic fabrics, once revolutionary, experienced a period of decline with the emergence of both fashion-centric and environmentally conscious publics, only to return to popularity when New, more comfortable synthetic fabrics emerge to cater to an exponentially growing population. None of this is particularly surprising. Change lies at the heart of fashion.
However, there are some constants in the clothing market, especially in regards to fabrics. Wool has been around for millennia. So is cotton. Linen, a sometimes prized, sometimes underappreciated fabric, has been used as royal clothing and shrouds since ancient Egypt.
Today, linen is in vogue. It is used in curtains, bedding and high-end clothing. For example, 100% Capri, a manufacturer of fashionable, high-quality, Italian linen-based clothing, chose linen as the mainstay. As the company’s founder, Antonino Aiello, put it: “I love linen. Linen is a timeless beauty, it is pure and perfect.”
It’s also one of the coolest (in both senses of the word) material for summer clothing. The more the sheets are washed, the softer they become. Amazingly, washing did not affect its smooth, almost sensual feel nor shrink the linen because its fibers have very low elasticity. Taking advantage of these properties, Aiello comments, “We use linen as if it were part of your skin, which is a pure joy to wear. For us, it’s not just a fabric, it’s the essence of simplicity and pure beauty.”
To ensure 100% of Capri receives only the best, Aiello only buys its linen from non-GMO manufacturers who refuse to use defoliants and are independent of their yields. into irrigation. As a result, his top lines of men’s and women’s clothing are, undeniably, luxurious, both biodegradable and hypoallergenic. Aiello believes that beautiful clothes should exist in harmony with a healthy environment. His insistence on product purity starts from scratch. In a world saturated with fast fashion brands polluting our environment, 100% Capri is a welcome pioneer when it comes to sustainable clothing.
Since the availability of linen is, relatively speaking, limited, it tends to be used primarily in high-end clothing. 100% Capri clothing often appears on celebrities and other high net worth individuals, especially during the holidays when linen aesthetics, combined with light weight and ease of maintenance, making it the fabric of choice. To support this hobby, 100% Capri maintains stores in vacation spots from the Greek Islands to the French Riviera. Ibiza, Miami and Portofino are a few of the many other places where 100% Capri stores can be found.
So, to answer the question, can a high-end clothing market coexist with ecological conscience? 100% Capri shows it’s possible. Lightweight, breathable, hypoallergenic fabrics sourced from environmentally conscious manufacturers and transformed into fashionable pieces by skilled Italian craftsmen show that, in the case of this body, you maybe Take your cake.
Learn more about Antonino Aiello, 100% Capri, and these eco-sustainable and fashionable clothes at 100capri.com
