Interview Transcription

 Interview with Benedetta Boroli -founder of Benedetta Boroli shoes 

Me : What is your brand's approach towards sustainability?

Interviewee:  Sustainability is one of the key themes of my brand. We are on the frontline to support environmental protection and social responsibility to help our planet. In fact, starting from the SS20 collection the packaging will be totally sustainable, certified by the FSC logo on the box.



Me:  Have sustainable materials already been used in your product? What are these materials?

Interviewee: Other than the packaging, our sustainable approach is also focused on the production chain. The process by which the shoes are created and the treatment of the leathers used has a low environmental impact. We try to get as close as possible to the theme of sustainability.



Me: How has your brand suffered from the lockdown when stores had to close? What impact did this have on your stock?

Interviewee: Since the very start of the lockdown my first thought was to protect my team. We adjusted to the situation and we all started from home through smart working. As for many, it wasn't an easy situation, however I am happy to say that fortunately, we did not have an impact on the stock.  We aimed greatly on the digital market, which kept the spirit of the brand alive and in addition to our e-commerce website, we seek till now to support our customers by maintaining access to new and helpful services with enable the consumer to be a part of the brand directly from their sofas. For example, during the pandemic we have the idea of performing video calls with our customers in which we answered their questions and doubts on particular shoe models and sizes and ect. They were very enjoyable and helpful, not only for our clients but for us too.



Me: What is your opinion on fast fashion?

Interviewee: As my brand is totally "Made in Italy", where the durability of the product is fundamental, I can say that we didn't marry the concept of fast fashion. Moreover, the environmental impact that fast fashion brings goes against our concept of sustainability.



Me: Do you think that the majority of consumers prefer to have many items that are worn only a few times and made of a lower quality or they prefer to purchase long-lasting items that can be used for a longer period of time?

Interviewee: I believe that consumer habits will change greatly after this period of uncertainty and they will mainly direct towards durable and sustainable purchases that have little impact on the environment. Especially for the new generations.


Me: Has this opinion changed or has it been reinforced throughout the pandemic?

Interviewee: As said before, I think that new generations especially after this pandemic will have a regard on product quality and how the brand approaches sustainability. These will become the main basis of a purchase.


Me: Has Covid-19 pushed you to consider a more sustainable making of shoes?

Interviewee:  Making a collection of shoes that are more sustainable was a project that I have considered before and which I hold on to particularly and that I'm sure will happen. This is a topic which I keep in my heart and Covid-19 has further incentivated this future project.

Me: How has Covid-19 impacted your view on fashion for the future?

Interviewee: As in most cases, the pandemic has changed every future prospective. Nothing will be the same again and in terms of fashion, I believe it will all be  very centered on the digital world. Just think about the fashion shows that took place during the Milano Digital Fashion Week, regardless of the good results and impact, nobody would have immagined something of this kind. Our strategy has always been imprinted in the digital world with online shopping and this period of time has confirmed he necessity to continued on this path.


Me: Would you describe sustainability a key word for fashion in 2020 and the upcoming years or does this depend on the foundation and ideals of a brand?

Interviewee: I would indeed describe sustainability as a key word of fashion in 2020 and in upcoming years, regardless of the ideals of a brand.


Me: What advice would you give to brands regarding sustainability and over production after this pandemic experience?

Interviewee: The advice I would give new brands is to not leave out out these fundamental themes to preserve our environment. Creating a durable and beautiful product is in the Italian DNA and to call, on Made in Italy is a road that I advice everyone to take. There's no need for a great amount of products, but there is a need for quality, identity, sustainability and care of beauty. On this, Made in Italy has always been number 1.