iluut is a sustainable fashion project born from the collaboration of three young European women:Elina Cerell, Vj Taganahan and Silvia Stella Osella, who met thanks to the intelligent use of new means of communication and they are now teaching to us that the remote group work is possible.

One of the main reasons why I love the web and social networks is just the chance to network, to find people with the same interests, who see the world in your own way, from which you can always learn, with whom you can discuss and expand horizons. And it is precisely for this reason that when Silvia, super talented illustrator and print designer, told me about this project, I fell in love: we also met online actually, and surely it is no coincidence!

Back to us, I like and support iluut for many reasons:

1. iluut is a *really* ethical project and indeed it took months and months of research to find *really* virtuous manufacturers and make sure that every moment of the production was *really* sustainable.
2. iluut is a positive project, designed by people who really believe in what they are doing and can thus be an example for everyone.
3. iluut is a contemporary project, designed through the internet by young European women, competent and professional, who have a dream and are achieving it.
4. iluut is an aesthetically beautiful project and offers basic clothes and minimalist design, with a nordic twist, suitable for all women.
5. iluut is a transparent project, as it documents every stage of production and mentions the names of companies it collaborates with, so that everyone knows who they are.
6. iluut is a political act – in the broadest sense of the word – because it can generate debate and transformation.
7. illut makes you an active player of the fashion revolution: thanks to your purchase supports better working conditions and a lower environmental impact..
8. iluut is a high quality project, because they chose outstanding materials, so that these clothes will be timeless (and with no expire date!).
9. iluut is a zero waste project, as the waste will be recycled by Carpet of Life to produce rugs made by Moroccan women and sold at fair prices.
10. iluut is a project with a social return, because the 5% of profits will be donated to Pencils of Promise, an association committed to building schools in developing countries.

“iluut” is the reverse of “tuuli”, a finnish word meaning “wind“.

The word is turned upside down to symbolise iluut’s willingness to see a positive shift in the fashion industry, where creativity and beauty recognise our responsibility to the environment and as well as its social impact on the social welfare of everyone involved in the process.

The project has been launched on Indiegogo and there is time until October 5th to participate: go to the website and order your favourite item, because I’m sure you like it! And the last reason why I love this project is that it has a fair price, equal to that of those stylish fast fashion shops where we like to go shopping (let’s admit it). So: no excuses!

But which have I chosen? No dount, the dotted shirt!