WMido - Milano Eyewear Show - February 3-5 - 2024
So What

Totally recycled beachwear.

August 4 2022

The So What beachwear collection is created in full compliance with environmental and social sustainability standards, offering items from sizes XXS to 3XL, all made-to-measure on request.

It’s an ethical choice that aims to prevent waste and avoid over-production.
To this end, all fabric scraps are recycled and re-used, thus guaranteeing zero waste.
The brand’s strength lies in its commitment to the environment, offering recycled clothing from used plastic bottles and the use of water-based dyes - vegan, biodegradable, non-toxic and Oeko Tex-certified - to create exclusive, trendy prints and colours.

Particular attention is paid to colours and dyes: completely natural and vegan, they respect both the skin and the environment.
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WMido – World Weekly Wonder – is the editorial project of MIDO, the world's leading international Optics, Optometry, Ophthalmology exhibition. WMido is designed to give timely, comprehensive eyewear-related news, with a keen eye on the parallel worlds of fashion and design. The latest news, in-depth reports, interviews, and comments so that readers will not miss out on anything and can stay connected with the business world and the market.