Atelier Miqias x Warde - Warradit is how sustainability works

You can call me ignorant, but it was only yesterday I was aware of the presence of Atelier Miquias (here), and in their own words here is how they are implementing sustainable policies: 1- sustainable material options 2- pattern optimization 3- circular design principles 4- reducing overproduction 5- consumer education 6- closed-loop systems 7- zero-waste practices. 

Interestingly, they seem to have teamed up with Warde, one of the leading fabrics dealers in Lebanon - apparently the company has been around for 150 years and Gabriel Warde is the 4th generation to be on the helm of it - for deadstock fabrics.
So... What's deadstock you ask? Again, in their own words, "deadstock fabric is surplus and available for reuse, offering a sustainable and environmentally friendly alternative to producing new materials." And just for you to know, even giants like LVMH (Louis Vuitton, Dior, etc....) have their own deadstock company Nona (here).

ِAs someone who only owns one article from a fast fashion house in all his closet (and not that the closet is that developed for someone my age mind you!), I try to steer away from such items. I also try to buy second hand (hello Depot-Vente Beirut!) or vintage (Vintage Something) or nothing at all mind you. Unless the item is truly needed, I tend to forego buying it.

But going back to Miqias - they provide: A-Z fashion production services, sketching and visualization, pattern making and sampling, production consulting, sustainable material sourcing, and deadstock management. 

By the way, a lovely thing about the Miqias and Warde partnership? The name: Warradit! Warradit is obviously a derivative of the Warde name (which means flower) and warradit means "blossomed". How cool is that?

Surreal - Hanx and a throwback to Cyberia - Warde

Surreal - the cereals - apparently teamed up with Hanx - the condoms for a double ad (for Valentine's that is!), one is "great for spooning" and the other is "great for forking", will let you guess which is which har har. Kidding aside, obviously this is a great media placement for both brands. All of this brings me to a throwback from 2007 in Lebanon, where Cyberia and Warde both had the same agency (Leo Burnett) and did crossover panels whereby the Cyberia ad jumped over the Warde one. This was another media buy play... Not quite the same but not too far either.