I got some comments from some radical ecologists when I first published this video on Instagram.
So they probably seen the story about the group of artist changing the ledwalls in New York and
felt it was really strong claim, a bit too much for a fashion brand.
They said that I wanted to sell this brand as a revolutionary.
Well since the beginning I wanted to achieve this, and I really wanted to get people interested in topic.
Napapijri truly did some incredible technological achievements to reduce the waste and make cleaner technology.
However this is not the video about the tech, it is about their vision, and positive change.
Getting such reaction is just what I wanted to achieve.