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Regenerate Clothing is highlighted by Vogue Italia as the 'Rock N Roll' brand of the Key at Berlin Fashion Week.

Launched in July 2009, Thekey.to is the international event dedicated to fashion, culture and lifestyle that is also ecosustainable. With its multidisciplinary approach that confirmed the success of the previous editions, the fair arrived this year at its third edition, held in Berlin from July 8 till July 10 2010, and coinciding with the Mercedes Benz Fashion Week, Premium, Bread & Butter and Bright Tradeshow.



Thekey.to is younger, but still rich, collecting works by emerging designers and more famous brands, provided that they are committed in a "green" research.

New trends and more ethical visions in a fashion system that can't deny its direct relationship with industry, but can approach it in a more intelligent way. Green Affair is the organizing events company that is committed in making this fair possible, giving visibility and space to this world that sure is not so new, but is still often left in the background.





There were about 30% more exhibitors and visitors during the second edition of the fair, and this is because the sustainable fashion is reflected in the contemporary market and is ready to get out of the niche, also thanks to the visibility obtained with these international events.



The market of "green" fashion is growing more and more, and many brands who are approaching a more responsible way of designing. The use of organic cotton has grown from 1% till 5% in just a few years. 
The new thing is the research of the value of a garment, which comes from the quality of the materials and the safety given by those brands which are more ethically committed.



Some of the brands who stood out among the many exhibited on the fair: Studio Jux, a Dutch brand that is very careful about the materials and the approach to human work. Kontiki, a brand of creators of bags starting from recycled pieces of old bikes; Format by Mareike Ulman, which presents ongoing collections of sustainable materials, integrating them with no season dates. The new sophisticated basic of Kaethe Maerz, the rock'n'roll style of Regenerate Clothing, appreciated even by such bands as Fun Lovin Criminals and The Teenagers. And finally I and D, a brand of the French Jean Philippe Gawronski, born at Lanvin three years ago and now becoming a more and more promising brand.





Not only fashion, but also design, art and food, to promote true conscious lifestyles.



Fiorella Ruth Kibongui