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During last February’s edition of Re-think Milano among other topics there was a discussion about sustainability communication of companies and brands engaged in this area. Nicola Camurri is a board member of Giglio Bagnara Spa, a company active in the same area since 1869. The relationship with the territory is fundamental if we want sustainable models that disintermediate competitive advantages. He is also Client Advisor at Altavia Italia a company specializing in retail commercial activation. At Altavia, Camurri is in charge of the advisory practice on fashion-related retail innovation and sustainability issues. The central objective of his speech is to focus attention on how to tell about the excellence present in our country: the Italians are actually championing both sustainability and the production of products used by luxury brands, think that among the same participants in the forum, there are some samples of wool and yarns that fashion companies around the world use. We are talking about an industry in which everyone can now recognize the importance of the issue of sustainability thanks to fairly effective but still largely negative communication. How many of us can tell whether or not fashion is harmful to the environment? By now it is well known how harmful fashion is, yet we have yet to build a counter-narrative that can show how much we have been able to do to change this trend. Sustainable production is the biggest business opportunity for brands, after digitization, but it is also seen as the second biggest challenge for 2022 after the raw material supply crisis. This tells us something very interesting: we are still looking in the wrong direction. Digitization is a fact, it’s a question of how the tools we are going to relate to, work with, and do more and more things with are changing....