In response to escalating climate concerns, shifting consumer preferences, and tightening regulations on eco-design, the European Flax-Linen industry is emerging as a pivotal player in fostering sustainable practices within the fashion and lifestyle sectors. Spearheading this transformative journey is the Alliance for European Flax-Linen & Hemp, committed to elevating European Flax-Linen and Hemp as premier sustainable fibers globally. With a strategic focus on expanding its ecosystem, fostering innovation, and ensuring top-notch quality, the Alliance is intensifying its efforts, particularly in Italy.
Leading the charge in Italy is Giusy Bettoni, appointed as the official representative of the Alliance in early January 2024. A stalwart in textile value chains with a profound understanding of raw materials and CSR, Bettoni brings her expertise to bolster the Alliance's presence in the Italian market. As the founder of C.L.A.S.S (Creativity Lifestyle and Sustainable Synergy), Bettoni has long championed sustainable fashion, advocating for a paradigm shift towards responsible and competitive businesses.
In collaboration with industry stakeholders, Bettoni aims to develop a comprehensive promotional strategy targeting both business-to-business and business-to-consumer segments. By positioning European Flax-Linen as a benchmark in economics, innovation, and corporate social responsibility, the Alliance seeks to enhance its visibility and relevance in Italy's vibrant textile landscape.
Moreover, Bettoni's appointment underscores the Alliance's commitment to fostering knowledge exchange and skill development among the younger generation. With Ornella Bignami of Elementi Moda as the designated training liaison, the Alliance continues its legacy of nurturing future leaders in the Flax-Linen industry.
As Italy emerges as a key battleground for sustainable fashion, the Alliance for European Flax-Linen & Hemp, under Bettoni's stewardship, is poised to drive meaningful change, advocating for a more sustainable and ethical future in fashion and beyond.
