Recycled Cotton Socks. In Italian, Rifo means ‘redoing’ – all of their products are made using recycled fabrics – mainly demin, cashmere and cotton. The fashion industry is one of the most wasteful and energy intensive industries out there – it produces 10% of humanity’s carbon emissions, is the second-largest consumer of the planets’ water supply and also contributes to the microplastic pollution invading our seas. This, coupled with ‘Fast Fashion’ – a sustainability buzz-term that basically means we’re producing far more than we need and at a low quality, only to throw it away after a few uses – spells disaster for the environment. Rifo’s products are made to a very high quality – something Italy is well-reknowned for. They want people to fall in love with their clothes again rather than seeing them as something that can only be worn a few times and then thrown away, or chucked as soon as they are ‘broken’ – they want there to be an emotional attachment that makes them repair or upcycle rather than dispose of. They also have a pre-order system, so that when they decide to launch a new product, they can gauge the level of interest in the item before it goes into production so that they are not overproducing – they believe that a circular economy in itself is not enough to combat the problem, we need to only make what we need as well.