R-COAT

The project

R-Coat is a Portuguese upcycling brand on a mission to reduce umbrella waste. They partnered with Altrosguardo, Italian artisans. They used eco design to transform the metal part of the umbrellas into fine jewellery. To elevate the pieces, they coated them in gold and silver at a factory in Italy able to do this process on a small scale.

Where Fa La Cosa Giusta, Milan

Target audience

Press and general public, including families and people of all ages

Format

The showcase at Fa La Cosa Giusta featured a dedicated table displaying jewellery made from the metal components of umbrellas. The exhibit included a sign explaining the project and the support received from Small but Perfect. R-Coat shared posts and stories on their brand Instagram and TikTok accounts, as well as the founders’ personal accounts, reaching thousands of people worldwide. The showcase aimed to promote circular economy, waste reduction, and GHG emissions reduction by demonstrating the creative reuse of umbrella fabric for garments and umbrella metal structures for fine jewellery. The event also provided an opportunity to connect with artisans who collaborated on the project, fostering craftsmanship and promoting regional job opportunities.

How did it go?

The feedback and engagement from both the press and the general public were positive. The showcase garnered significant interest, and R-Coat collected a mailing list of individuals interested in purchasing the product once it becomes available for sale. The brand’s social media posts and stories reached a wide audience, spreading the message of creativity, innovation, and the potential for reusing materials that are typically considered waste.

Learnings

The dedicated table at Fa La Cosa Giusta allowed R-Coat to effectively present their jewellery made from umbrella metal, capturing the attention and interest of attendees. The showcase successfully engaged both the press and the general public, raising awareness about the project and generating positive feedback. Sharing posts and stories on brand and personal social media accounts helped reach a diverse audience from around the world, increasing the visibility and impact of the project. By highlighting the use of broken umbrellas and promoting circularity in their products, R-Coat showcased the potential for creative reuse and contributed to waste reduction and GHG emissions reduction. Meeting the artisans in person during the event created a special connection and highlighted the value of craftsmanship and traditional production techniques. The success of the showcase led to invitations to participate in Venice Fashion Week in April and an exhibition during Milan Fashion Week in September 2023, providing further platforms to showcase their creations and reach a wider audience.

Website www.r-coat.com