Nature, craftsmanship, innovation, local area, and sustainability: all in one shoe! In recent months, when the latest flood in October 2020 hit the Cervo Valley hard, we began to reflect on how to support that area and send a message: the planet is suffering, and everyone must do their part for the environment, before it's too late.
This is where Valsaar was born, the new 100% eco-sustainable and 100% handmade sneaker, recent winner of the Maestri del Mestiere award announced by the Crb Foundation of Biella and the Fatti ad Arte association, in collaboration with an all-Biella team.
The project, which takes its name from the ancient Cervo Valley, Valsaar, sees the collaboration of various local organizations, with the aim of supporting it (part of the proceeds will be donated to the Mountain Union for the reconstruction of the Valley), but also of placing sustainability at the center and the search for a new approach to fashion where sustainability and harmony with nature are no longer mere slogans.
The Valsaar, launching in May, will be an eco-sneaker through and through: handcrafted from eco-friendly organic cotton, it will be dyed 100% naturally, using exclusively plant extracts from Tintoria Iride Valle Cervo. The soles will be made from completely recycled and recyclable materials, the lining will be made from micro-perforated leather with a natural, metal-free tan, the insole will be made from organic elastopan, and the inner soles (counters) will be made from certified organic material.
The labels will also be eco-friendly and MADE IN BIELLA (produced by Met Manifattura Etichette Tessute). RB Creative of Vigliano Biellese will handle the packaging, using only recycled cardboard. It won't be a simple box, but a true design object that can be transformed into a book holder, vase, stool, and much more.
Finally, Valsaar sneakers, after having traveled so far, can be recycled. Simply return them to us, and as a thank you for helping to protect the environment and choosing Italian craftsmanship, we'll give you a €10 discount voucher.
The project's goal is to promote the local area and sustainability through a green fashion accessory that is completely respectful of the planet. Its values are embodied and expressed by the Third Paradise symbol, which will be clearly visible on the label, thanks to the collaboration with the Pistoletto Foundation.
All communication for the project will be handled by the Biella-based web agency Visible Lab. Each buyer will also receive a brochure illustrating the Valley's many beauties and unique features.
The project presentation will be held at La Bürsch , a splendid country house immersed in the greenery of the Cervo Valley, committed to projects aimed at environmental sustainability and reducing energy consumption, integrated into a conservative restoration, but also to valorizing the area and its excellence, offering refined menus based on typical, zero-mile products in its restaurant.
The splendid residence, a historic 18th century residence, with its countless rooms and evocative interior spaces, allows its visitors to experience a true " emotional tour ", passing from the green landscapes that surround it to the rooms furnished with original objects from all over the world and the fruit of the collecting of the owners of the residence for 4 generations.
Garden Designer Filippo Fessia will also be responsible for creating the exhibition spaces.
Are you ready to change your world?