Sustainable Fashion, “Beyond the Claim”


The World Sustainability Organization returns to the spotlight during Milan’s Fashion Week with its fourth edition of  “Ethical & Sustainable Showroom” and a new project on sustainable Fashion: “Beyond the Claim”.

The World Sustainability Organization is an international company conceived and founded by Paolo Bray in 2008 with the aim of promoting environmental protection through certifications of sustainable products and services.

WSO operates through two certification schemes: Friend of the Sea, for products from sustainable fishing and aquaculture, and Friend of the Earth for products from sustainable agriculture and farming. Both schemes have the goal of pursuing a humanitarian mission of protecting the environment and the whole ecosystem.

In 2016 Friend of the Earth was introduced as an international certification for sustainable agriculture and sustainable livestock farming. The certification was developed within the guidelines of SAFA – Sustainability Assessment of Food and Agriculture Systems – of the Food and Agriculture Organization of the United Nations (FAO), whose principles are based on safeguarding and protecting the ecosystem. 

In 2020 Friend of the Earth established a sustainable certification for the fashion industry.  The purpose was to promote green practices involving the entire production chain of a Brand: from the research and processing of raw materials, to working conditions, logistics and packaging facilities. These practices resulted in a reduction of environmental impact and waste.

In occasion of Milan Fashion Week, WSO will present the Spring/Summer 2024 collections through its latest project “Beyond the Claim”. Thus, another keystone is added; thanks to the sustained commitment of a growing reality which cares to tell the story behind each brand, their constant contribution and dedication to practices that reduce the environmental impact.



11 Designers from different countries will be in the spotlight and will present their creations on the catwalk. True works of art will be shown, created through in-depth research, cutting-edge manufacturing techniques and organic or recycled materials. The garments on the show will range from clothing to accessories for both men and women.


Brazil: Natural Cotton ColorCelesteDemodeTropiccaPacoaeco, Apex – Brazilian Partner 

Switzerland: Zoe Klose,

Italy: Mamiki & Sartoria Caruso Wearable Art

Nigeria: Esien

United Kingdom: Esmee

USA: Katharyne Story

Kosovo: Kaoné

The collections will continue to be available at the ‘Sustainable Friends’ concept store, opened in February 2023 in Galleria Passarella 1 – Milan, as part of the WSO project.


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