THEMOIRè announces YOUR ROOTS, a photographic project created in collaboration with Perimetro, the community magazine that tells the story of the urban area and with the support of Cascina Cuccagna. The climate emergency, deforestation and global warming ask us for concrete actions to save the ecosystem and give back breath to the earth: to celebrate the Earth day THEMOIRè and Perimetro present YOUR ROOTS, an open call to support the environment which promotes the deep bond of the brand with nature. Through a contest launched on 9 March and which involved the community of Perimetro photographers, a collection of shots was created to celebrate World Earth Day (Saturday, 22 April 2023), developing a real photographic story with images that describe the emotional relationship that binds each author to a tree.
YOUR ROOTS project celebrates the tree as an emblem of all nature: the tree that has roots in the deep layers of the earth and
it grows in the sky creating oxygen and the possibility of a future. The twenty-four selected shots will be exhibited with an ad hoc project from 17 to 23 April, in the beautiful garden of Cascina Cuccagna. The 1695 farmhouse, reopened to the public in 2005 thanks to the Municipality of Milan and the social enterprise, was reborn from the union of many subjects – such as Falegnameria Cuccagna and Vivaio La Botanica Macramè curated by La Miscellanza Impresa Sociale – with the aim of disseminate innovative ideas, offer sustainable services and educational projects.
The project, which will take place during the week of the Salone del Mobile, is presented as a real awareness campaign addressed to a vast and international public on the issues of climate change: THEMOIRè’s virtual forest transforms into an “Emotional Forest” with the aim of motivating the individual’s commitment towards nature, a theme of which THEMOIR is and Perimeter they become promoters.
On the occasion of the exhibition event, an editing of the THEMOIRè collection, in particular, will also be exhibited in the spaces of the greenhouse that of footwear launched by the brand with the SS23 which represents the gentle imprint of THEMOIRè in the world. The collection is made of vegan materials and the sole, with the logo printed in relief, is produced with a natural rubber and cork (a material that derives from the cork oak plant, 100% natural whose collection, like pruning, strengthens the tree).
THEMOIRè World Earth Day
Each selected photographer will receive five trees as a gift which will help finalize a reforestation project in Nepal, for a total of 120 trees planted and 96,000 kg of offset CO2. To date, THEMOIRè has planted nearly 30,000 trees in 12 countries through which more than 1,000 tons of CO2 have been absorbed.
The photographers who contributed to the YOUR ROOTS project: Elia Bellingardo, Matteo Capone, Elisa Chiari, Silvia Como, Danilo
Currò, Giuseppe De Santis, Pietro Di Pace, Federico Feliciotti, Veronica Formica, Laura Lusini, Noemi Marotta, Martina Martorelli,
Domenico Matera, Federica Nannini, Irina Okoneshnikova, Thomas Pagani, Sandra Paul, Bruna Pellegrino, Francesca Pompei, Aurora
Saita, Antonio Sanasi, Gian Marco Sanna, Stefano Gio Semeraro and Riccardo Tonin.
THEMOIRè World Earth Day
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