MILAN- The Valentino house is stepping up its efforts in terms of sustainable development by launching the new Open for a Change project.

Two of the brand’s signature sneakers, the Open and the Rockstud Untitled, have been redesigned with the environment in mind.

The latest versions partly involve recycled and bio-based materials, the latter being used as an alternative to leather produced from corn-derived polyol viscose and polyurethane. These materials partially make up the upper part of the two models and part of the side band of the Open; the strings are made entirely from recycled polyester, while the iconic Valentino studs on the Rockstud Untitled are also made from recycled nylon.

This environmental approach is reflected in the shoe case and packaging, which are made of fully recycled cotton and paper from sustainably managed forests.

With Valentino Garavani Open for a Change, our first conscious product, we are reinforcing our brand’s commitment to more sustainable business practices,” said Managing Director Jacopo Venturini, who first mentioned to WWD the goal of launch the sneaker last September. “I think it’s important that we continue on this path and set increasingly ambitious goals for conscious creative innovations. At Valentino, we are building on our history and heritage with a new attitude and culture based on a couture culture which I believe is absolutely vital for our next chapter. A culture of values ​​is what we inject into Valentino. I am committed to this mission, I believe it will be the key for the future.

He reiterated his goal to “maintain and strengthen” Valentino as “the most established Italian fashion house“.

As noted, Valentino has pledged to be fur-free from 2022 and alpaca-free from the spring 2022 season. It also works with eco-friendly viscose suppliers for 70% of its production.

“In a world where human capital is at the epicenter of all House activities, my responsibility is to create a more caring and conscious business model with a corporate culture based on ethical values”, concluded Venturini.

The Open and Rockstud Untitled sneakers that are part of the Open for a Change project sell for $690 and $850, respectively. They are part of Valentino’s Spring 2022 collection and are available in the brand’s boutiques around the world and on its e-store, as well as on selected doors worldwide, such as Harrods, Saks Fifth Avenue and Galeries Lafayette. The sneakers are also available online at LuisaViaRoma, Ssense, Mytheresa and Net-a-porter.

The new Open for a Change logo
image courtesy of Valentino

Valentino is launching an augmented reality experience on its app today where users can explore the Open for a Change virtual pop-up and learn more about the sneakers. Interactive Valentino features can also be seen on the app, such as the OPFAC Vlogo, a maxi sneaker, stars that turn into studs, and fish that turn into sneakers. ​By touching the maxi sneaker, users can read product information and purchase from the brand’s online store.

On January 17, Valentino is also launching an Instagram AR filter dedicated to Open for a Change with natural elements such as an amplifier of the sneakers’ enduring characteristics. Additionally, the company collaborates with native TikTok talent using their own language.

Valentino guarantees a fully traceable European supply chain and the highest standards of craftsmanship with this project.

Suppliers of bio-based materials go through the LCA (Life Cycle Assessment) analysis method which quantifies the environmental impacts associated with all stages of the life cycle of a commercial product.

The Rome-based company said analysis on Open and Rockstud Untitled demonstrated less impact from bio-based materials than similar products made with traditional fossil fuels.

Valentino, which is planning several and different Open for a Change iterations and satellite initiatives to strengthen the brand’s multi-channel and multi-platform digital approach, in 2013, joined the Greenpeace Detox Solution Commitment on a mission to eliminate all hazardous chemicals from its supply chain and signed Zero Deforestation Commitment projects to help protect waterways and habitats. tropical forests. Thanks to its engagement with Greenpeace, it has reduced the chemicals in its production by about 63%, according to Venturini.