Sustainable innovation: Clothes made from broken umbrellas by Argentine entrepreneur

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Antonela Tonizzo, an Argentine who left her native Buenos Aires to seek new horizons in Australia, found in an everyday object as broken umbrellas, faulty or unused, the inspiration to create D.R.Y., a sustainable clothing and innovation brand that is demonstrating today that creativity can transform problems into solutions.

“The textile industry is one of the most polluting industries in the world. We needed to show that it is possible to make fashion in an ethical and sustainable way, respecting both workers and the environment. A production can have a positive impact without destroying or polluting,” reflects Tonizzo in a conversation with the IProfesional portal. With each jacket or sweatshirt created, D.R.Y. prevents at least six umbrellas from ending up in landfills.

The inspiration behind this sustainable fashion innovation

The idea of D.R.Y. was born out of a mix of indignation and inspiration. Ten years ago, Antonela began to question her consumption habits and became a fervent advocate of the circular economy. Tirelessly, she read about sustainability and recycling on her own.

Her training was consolidated with a diploma in activism and socio-environmental policies, which reinforced her purpose of generating a positive impact in the world. But the real starting point was an unexpected discovery:

“One day I received the information that umbrellas were not being recycled. I thought about Buenos Aires and how after every rain it is common to find battered umbrellas on the street. Their potential intrigued me, and I decided to investigate,” she explains. This is how she discovered that, although umbrellas are made of recyclable materials, the lack of technology to separate them condemns these products to landfills.

“I always liked fashion, but I increasingly identified with it less: due to its abuse of natural resources, of people, and due to the demands on women. And the sustainable fashion I found did not appeal to me in style. So, I talked to a friend who is a clothing designer and said, ‘I want to make a sweatshirt with umbrellas.’ That’s how it all began,” recounts the creator of D.R.Y., which plays with the word “dry” in English and functions as an acronym for Design, Recycled, and You, inviting consumers to be part of the change.

Sustainable production process

The production process begins with the collection of umbrellas at two collection points: Palermo, in the City of Buenos Aires, and San Miguel, in the province. They also receive donations of defective umbrellas from factories. Once collected, the umbrellas are manually disassembled, carefully separating the fabrics to avoid damage.

“I design the garments myself, with the help of my mom and friends in the industry. Each piece is handcrafted, respecting the philosophy of responsible production. Nothing is done just to do it. Each product is designed down to the smallest detail,” says Antonela.

Since its founding in 2021, Tonizzo has reused and transformed over 2,000 umbrellas into unique, genderless, and durable garments. But D.R.Y. is not only sustainable in environmental terms, but also social and economic. “We aim to achieve zero waste. I reintegrate the materials I do not use into other production chains,” points out Antonela.

Community and circular economy

The metal structures of the umbrellas are donated to women from the Wichí community, who transform them into knitting needles, and to local sculptors who use them in their works. The fabric scraps are delivered to other ventures, while the plastic handles are separated for future projects.

In addition, the D.R.Y. team is made up of independent seamstresses, many of them retired women and young entrepreneurs, who work from their homes, promoting a circular and local economy.

The lack of economic support for entrepreneurs, their main barrier

D.R.Y. has become a multi-award-winning brand and a reference in innovation and sustainable fashion. However, a few months ago, with no money left to produce, Tonizzo made the decision to emigrate, packed the little stock she had left, and went to Australia with the idea of financing the brand.

“The lack of economic support for entrepreneurs in Argentina, the difficulty of exporting, and the need to update costs every month make it impossible to plan long-term. It was very difficult, and I don’t know if I have overcome it yet,” she shares from Sydney, where she works as an actress and sells at a fair while managing D.R.Y. remotely.

The importance of sustainability in fashion

Although adapting to the 14-hour time difference is quite a challenge, Antonela does not lose her enthusiasm. “I know I can continue to carry out this project, because I am already doing it. And the most important thing is that I have the support of my family, friends, and the D.R.Y. community, which makes me feel very loved,” she says excitedly.

The case of Antonela Tonizzo and D.R.Y. is an example of how creativity can turn problems into significant solutions contributing to sustainable innovation. It also encourages other entrepreneurs to be creative, as she did, transforming fabrics from broken, faulty, or unused umbrellas into unique pieces, combining flowers, polka dots, stripes, and even children’s designs, but more importantly, creating sustainable fashion.

Cover photo: Instagram/d.r.y.coats

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