Meidea Founder Lucia Rosin on Learning, Traveling and Fostering Creative Innovation

Lucia Rosin was promoting and teaching sustainability to fashion brands before the topic was ever the subject of collections, conferences, reports or legislation.

Mills Update: Japan Producers on What's Driving Demand and Denim Developments

“Initially, the products we developed were called eco-friendly,” the former design lead for Benetton Group recalled. “There were forward-thinking companies that shared our vision and recognized that sustainability was the future.”

Sustainability went onto become the corporate guideline and founding philosophy of Meidea, the design consultancy Rosin founded in 2004. From Levi’s, Replay, Bestseller and MCM to Lycra , Jeanologia, Lenzing and Candiani, Meidea has worked with a who’s who of the global denim industry on both the brand and supply chain sides. The Italian creative studio provides clients with complete and customized support by guiding mills, ingredient brands and fashion brands in the development of sustainable practices.

Two decades later, the Meidea team consists of four core employees, each with unique skills and experience. “This diverse expertise enables the team to tackle a wide range of projects and challenges effectively,” Rosin said. In addition to the in-house team, Meidea taps into a strong network of external expert collaborators that allows it to expand its capabilities and provide comprehensive support to companies, covering all aspects of project development.

By leveraging both internal talent and external specialists, Rosin said Meidea ensures that it can provide high-quality, 360-degree solutions, tailored to the specific needs of its clients.

This summer Meidea celebrated its 20 ^th anniversary with an event with more than 70 professionals and collaborators from the fashion and design industry and a photo exhibition called “Shades of World – A Journey Through Time and Fashion.” Captured by the Meidea team, the images offered a visual exploration of cultures, fashion trends, landscapes, and arts from various countries around the world.

Travel and soaking up culture is one way Rosin stays ahead of trends and remains hopeful for a more responsible and sustainable future.

Here, she looks back at the projects and collaborations that made an impact and shares how she stays inspired.

Rivet: Was there a project or moment when it became clear that sustainability wasn’t a trend?

Lucia Rosin: One such collaboration was with Bossa Denim , through which our vision became a reality. Together, we created the Re-Set project, which encompasses everything from naming to marketing and product concepts. Amazingly, this project is still in existence 18 years after its inception, proving that innovative, smart and well-structured initiatives have a long lifespan and bring significant benefits to companies.

This success strengthened our belief in the importance of sustainability and proved that it was doable. After this success, we partnered with other companies that shared our commitment to sustainability. Over time, this focus on sustainable innovation has become our core competency, defining Meidea’s identity as a creative force for sustainability.

Rivet: What has been the biggest change you’ve seen in the denim industry since launching Meidea?

LR: Over the past two decades, the denim industry has undergone significant transformations, particularly in the areas of washing and finishing.

Historically, these processes posed serious environmental and health hazards due to the use of harsh chemicals, excessive water consumption, dangerous sandblasting, manual labor, and the discharge of pollutants into the environment. However, technological advances and innovations have revolutionized these processes, making them much more sustainable and safer for the environment and workers.

Another major shift has been in the way products are communicated. Storytelling has become key, evolving from a time inundated with press releases, slogans, and greenwashing to an era where laws regulate these practices, ensuring greater transparency and authenticity. Reflecting on the past, it is clear the industry has transformed significantly. Our archives, both digital and physical materials research, reveal a world very different to today. It is essential to remember this evolution, as the denim sector is always in constant movement, continuously seeking better and more sustainable practices.

Rivet: How do you learn and grow as a designer?

LR: Design is a field driven by passion, curiosity and enthusiasm. For us at Meidea, the best way to learn and grow as a designer has been through constant exploration and immersion in diverse experiences. This involves traveling extensively, seeing the world from a comprehensive perspective, and engaging deeply with art, music and diverse cultures.

In EU-Backed Initiative, Lenzing Sends 'Strong Signal' on Sustainably Remodeling Supply Chains

This wide-ranging approach is the engine of our constant growth. Our travels and explorations are meticulously documented, culminating in the exhibition “Shades of World – A Journey Through Time and Fashion” held at Atelier Meidea. This exhibition showcased a selection of images from the Meidea archive, captured by our team over 20 years of global travels. These photos offered a visual exploration of various cultures, fashion trends, landscapes and arts from around the world, creating a rich tapestry of inspiration. The exhibition not only reflects our journey, but also highlights how diverse experiences can inspire and inform our design work, ensuring our passion, curiosity and enthusiasm remain at the heart of everything we do.

Rivet: Meidea often collaborates with companies in denim’s supply chain to show what is possible in terms of design and sustainability. Do you have a favorite collaboration?

LR: The trilogy of The Circle Book testifies to our commitment to innovation and sustainability.

Collaborating with visionary partners like Andrea Venier [Officina39] and Tricia Carey [formerly of Lenzing], who share our vision, was instrumental in elevating and amplifying the impact of this creative project. Our goal was to create a comprehensive tracking system for the supply chain and product, integrating both visuals and real-time data, while also educating.

Launched during the challenges of the Covid-19 pandemic, The Circle Book began as a powerful message of resilience and determination. This initial success inspired us to expand our team, culminating in The Circle Book 3, which involved four design teams located around the world and supported by 12 companies as partners and supporters.

This project represented a significant leap forward in the quality of collaboration, setting a benchmark that we proudly display in university presentations as an exemplary model. A starting point that inspires us to further innovate and refine our approaches to sustainable design and supply chain transparency. It also exemplifies how collective vision and perseverance can drive positive change in our industry and beyond.

Rivet: Which project do you think had the biggest impact?

LR: While many projects have driven our research and innovation, I want to mention one important collaboration: our partnership with Jeanologia on the creative use of laser technology. It all started with experimentation on a prototype machine at ITAC, a well-known laundry in central Italy. I still have samples from those early days in the Meidea archive. This project was a game changer, allowing us to create more complex designs while significantly reducing environmental impact. By eliminating harmful chemicals and reducing water consumption, we set a new standard for sustainable practices in the industry. What started as a fun experiment has become a reality of innovation, widely adopted for its environmental benefits and creative possibilities.

Rivet: Where do you hope to see the denim industry in the next 5 years?

LR: The denim industry is at a crucial moment of evolution. Recently, we have seen projects focused on the recycling of raw materials, such as Circulose , face significant challenges. While the market and brands express a desire for sustainability, the willingness to invest in it has not always followed suit. This delicate moment, marked by crisis and confusion, will inevitably lead to change, as there are no alternatives.

I believe that once this period of uncertainty is overcome, clearer and more defined paths will emerge. Reflecting on the past gives me confidence in this progression. The industry’s awareness of its environmental impact is now undeniable, and I believe that in the next five years, innovation will drive further advances in product durability, recycling and degradability, such as Calik Denim’s B210 technology.

As a creative, I hope we will move beyond obsolete concepts such as heavily artificially destroyed garments, personally I prefer true vintage. I have faith in the new generation of conscious designers who will bring new interpretations and a fusion of cultures and techniques. This evolution will not only meet sustainability goals but will also elevate the aesthetic and cultural value of denim, reflecting a more attentive and innovative sector.

Rivet: What’s next for Meidea?

LR: We are committed to continuing our role as a consulting partner, fostering creative innovation with our unique expertise. A significant focus for us is training the next generation of designers by collaborating with universities. This collaboration allows us to share our vast experience and also benefit from the fresh perspectives, joy and future-oriented mindset of young and pure minds.

We are also engaged to growing our brand, BLU’N ME, which is deeply rooted in our values ​​of circularity and local production. BLU’N ME embodies a genderless and ageless approach, using denim and indigo to create a new, yet universal, language in fashion. Our aim is to create pieces that resonate with our ethos of sustainability and timeless design, continuously pushing the boundaries of what is possible in the world of denim, while continuing to explore new creative horizons.

Lenzing Reports Increased Profit as Cost Cutting Pays Off