EDUCATION IS THE WORD THAT WILL SAVE THE FUTURE

Sustainability Ambassador of Diesel, Creative Director of Diesel Living, founder of the upcycle brand  Myar and that of RedDuo homeware. Andrea Rosso is a creative mind, but at the same time a rational and contemplative one that safely coordinates every new idea, special project, but can especially count on a team that gets along well and is competent as well.

The first thing I need to ask you, Andrea, is: what can the fashion sector really do to protect both the planet and its industrial development? Positions that apparently seem to be diametrically opposite ones.

Education underlies everything, children should be educated in sustainability at school starting from nursery. If we'd done this in the 1980s, today you wouldn't be asking me this question, and no one would be talking about sustainability, because it would be a given. Companies today have a great deal of responsibility, we need to know how to communicate without greenwashing, truthfully tell what our brand really does have to offer, make a thorough in-house analysis of our own projects and productive processes. At Diesel we've used in-depth screening to determine what is missing: water, energy consumption, and chemistry, and we are working on finding solutions. Like many others, we produce our products outside of Italy, and there we need to work with manufacturers to get them to understand what we want, we need to improve our relationship with the supply chain and with the producers. In this case as well, the effort to educate is needed to be able to understand what the standards are that can guarantee the survival of an entire system. Here at Diesel we have lots of projects that valorize secondhand and upcycling, too, always with the idea of giving our public a chance to make informed choices. It is then down to the consumer to make a decision. Unfortunately, if education is poor then people will make poor choices. We are very guided, not to mention directed, and we find it hard to move against the tide and be brave. But it's not impossible to change direction.

Is being sustainable the future battle of companies?

Not just that, it seems that new rules are on their way, 35 from around the world as well as specifically European. Companies will have to be careful with compliance, but policies and governments are crucial. If the rules are not handed down from above the private bodies will continue to do what is best for their present. Instead, we need to look to the future as an entrepreneurial community.

Let's talk about another field: did you manage to carve out a definite place for yourself in the family business? What does it mean to come from a "long line of artists"?

Let's just say my fortune has come at a cost. At times my last name is a problem, other times it's an advantage. I've had to learn to be modest and exploit my last name when someone tries to take advantage. They tell me I'm too kind.

True, I have cut out a niche all to myself at Diesel, a role of great independence, especially in the days of 55dsl. What I like the most about this company is working with a team of people. Listening to others and trying to get the most out of everyone's ideas, even the tiniest ones.

Have you ever thought about what you would have done if you hadn't been "a Diesel"?

I really like the part that has to do with sustainability. I went to Costa Rica to do some surfing after a 15-year hiatus. My feeling was that being in touch with nature is of essential importance. Those of us who live in the city forget this too often. That's what I might have worked on, always combining it with something creative and manual. I like graphics, I like working with textiles, and building things by piecing them together. My son made me love to do such things again, he taught me how to play again.

Speaking of children, what is your favorite childhood memory?

My family went to Sweden on a salmon fishing trip when I was 11 We were immersed in nature, flying from one lake to another on these really small aircraft. A great feeling of freedom and adventure. I have some beautiful pictures that I love to dig out and browse through.

How do you relate to social networks?

I use them, I look at Instagram to get information about what's new and about products, but I don't overuse them, I certainly don't start my day with social networks as soon as I wake up. I post personal things, and professional ones I'm interested in spontaneously. I was struck by the cover of The Economist that read "The End of the Social Network.” I'm not sure whether it's the beginning or the end, but there definitely ought to be a balance between reality and social media. They don’t exactly match.

Is there a theme you're particularly interested in today? 

Well, it has to do with the digital again. I'm interested in the Internet, I have a bunch of questions to ask, and I'm also keeping an eye on AI. Figuring out how it will change the world is crucial.