The new company co-owned by Kvadrat: Really

February 2018
During Milan Design Week 2017, a new company co-owned by Kvadrat and focused on designing materials for circularity was presented. Really was initially founded in 2013 by Wickie Meier Engström, Klaus Samsøe and Ole Smedegaard. Responding to the urgent global issue of waste, Really upcycles end-of-life textiles to create materials that challenge the design and architecture industries to rethink their use of resources, and to design with a circular economy in mind. The manufacturing does not involve the use of dyes, water or toxic chemicals, and generates only recyclable waste (the material used can eventually be re-granulated and formed into new boards). Really’s debut collection of Solid Textile Board was launched with projects by British designer Max Lamb and Dutch designer Christien Meindertsma, curated by Jane Withers and Njusja de Gier.
A high-quality engineered material for furniture and interior design, it is made from end-of-life cotton and wool from the textiles industries, industrial laundries, households, and Kvadrat’s selvedge waste. ‘Currently, 95% of the textiles we use could probably be recycled. Only 25% actually are. The rest is consigned to landfill or burnt. The first Really project is as much about asking questions as presenting material answers. The two commissions by Christien Meindertsma and Max Lamb, are designed not simply to showcase the properties of a new material made from a familiar old one, but also to start a dialogue about the shift in perception, processes and logistics, which is needed as we grapple with upcycling waste,’ says Wickie Meier Engström. ‘At the heart of Really’s mission is the desire to transform mindsets. We hope to empower a shift to a no-waste paradigm and challenge designers and manufacturers to take a new approach to materials on an industrial scale.’

DAMN°66 Materials presents products that are the new generation of products. Says Productivity editor Patrizia Coggiola about the Sustainable trend:

"A new generation of products is gaining ground and taking the lead of the future production rules. Conscious of our environmentally harmed world and seeing no alternatives to a sustainable future, designers and companies use the smartest research and the best practices to produce the highest ethical possible pieces. By distancing ourselves from the world of ’yearly trends’ and irresponsible material choices, these products create awareness and an ethical critical mass."
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