Reda Celebrates People and Sustainability With Ad Campaign

“The sustainable journey has one key asset: the people,” Ercole Botto Poala, chief executive officer of Reda Group, told WWD. The executive was referring to the employees of the Biella, Italy-based woolen mill who are constantly adapting to tune in with the company’s sustainable goals. Coinciding with the first day of Milan’s textile trade show Milano Unica, running until July 11, the firm will today [July 9] unveil its latest ad campaign, which portrays some of the mill’s employees, their faces superimposed on images of the Alps and of the territory in the Piedmont region where the textile firm was established in 1865. Botto Poala described the Finnish photographer Christoffer Relander as an artist, and asked him to shoot the campaign flanked by the catchphrase “Your Future is Our Present” and accompanied by the dedicated #redapeople hashtag. “I believe every decision we make for a sustainable future is important, no matter the size of it, or who you are. What matters is to acknowledge it, take a side and stand for it. I hope that through these artworks we can remind ourselves that we are Nature,” explained Relander. The campaign is conceived as a celebration of the efforts the company has made toward a

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