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Why C.L.A.S.S. Says Sustainability Is More Than Knowing Where Materials Come From

When an entire organization is centered around sustainability in materials, it pays to find out what its CEO thinks of where the sector is headed.

That’s why Carved in Blue caught up with Giusy Bettoni, CEO of C.L.A.S.S., a global resource for smart material innovation, education, marketing and communication.

It’s about rethinking design for today’s more socially responsible world. Find out what Giusy is most excited about where sustainability is concerned.

Carved in Blue: What do you think companies are missing about sustainability?

Giusy: Reading latest surveys, it looks like companies are not listening about the deep and serious needs from the consumer to get nice outfits, with appropriate performance and clear measurable responsible values. This is called responsible innovation and it is the latest boundary of technology. So, a huge business opportunity seems to be missed. Of course, we are not talking about greenwashing…that’s quite abundant!

Read more at Carved in Blue.

This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL™ Lyocell and Modal branded fibers to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit