Cantarelli wants to combine ethical fashion with ethical lifestyle. The brand uses only high-quality materials and strives to develop simultaneously with its customers.
This is what Jani, who is responsible for sales and customer relations at Cantarelli, told BGNES. She works across Europe, America, Canada and Australia.
“We would like to build a strong and stable relationship because we are the ambassadors (of ethical fashion). We would like to be the new voice for ethical fashion as part of ethical living. It's not just about the clothes. It's about how you perceive the world. We want to meet the right people to build themselves and support not only fashion but industries. So we have done a lot of things, including in other areas like winemaking or other crafts, and we would like to support each other in building this type of lifestyle - how you eat, how you behave, how you wear your clothes, how you carry yourself", Jani emphasized.
“We look at clients as people who want to develop themselves and us. We support them and thus develop together in a mutual, continuous exchange. And it's not easy, because you have to change the culture and the mindset, which has been there for many, many years”, she added.
Cantarelli only uses high quality materials because there is a very big difference in how you feel when you wear clothes made of high quality material rather than polyester. The brand wants to build a new culture that is normal and away from fast production with cheaper labour.
"More and more people are embracing the principles of ethical fashion. There's a lot more interest, maybe because of younger people who might want to get involved, maybe because of the great awareness nowadays, maybe there's some politics at play. But yeah, now a lot of people have started to appreciate ethical fashion and maybe we have helped a lot because our product is at a really, really good price compared to the quality," Yani said.
That's part of Cantarelli's idea and strategy - the company is heling newcomers, new customers who might want to start a business or might want to expand or add different products.
The European Commission has already introduced new requirements for ethical fashion, ethical business and conducting all business to certain standards that can no longer be avoided.
"There will be no going back because people realise that quality of life is more important than cheaper, faster consumption, production and lifestyles in general. We do a lot of campaigning, a lot of events and in a lot of places. We always invite everyone we can," Jani explained.
Cantarelli gives awards for the best partners or for the best sellers of high quality products.
"We keep close and continuous communication to make sure there are no obstacles. Because it's quite complicated and it's very difficult, especially after Kovid. There have been a lot of changes in the industry. Slowly but surely, everything is realigning and everything is shifting into this new line of thinking for good quality of proct and production process. It has to be environmentally and ethically sound in its entirety," Jani said in conclusion. /BGNES