Be> human, the innovative Cordoba brand that creates garments without gender and attends to triple impact

What do we talk about when we talk about triple impact?Of social, economic and environmental responsibility. Iniciar un emprendimiento teniendo este concepto como eje supone un desafío ineludiblemente mayor en comparación con uno tradicional, pero la cordobesa Mara Coleoni no dudó ni un segundo en asumirlo cuando creó su marca Be>Humano.

Mara's academic beginnings were in the world of international relations, and although she currently assures that this knowledge was and is extremely useful in her work, it was not until a few years after she decided to pay fashionable fashion, a passion withThe one that has contact since childhood.

"I have a bond with fashion from the cradle.I always remember my mother with her scissors cutting and doing our differentiated outfits.With my brothers we always gave the note with clothes, she is super creative and we were her inspiration.She designed and then sent to cook.I was always creating different silhouettes, favoring the contours, highlighting the natural body, it was very striking what I created and since childhood we had contact with that, ”Mara recalls in dialogue with you, who before having his own brand, collaborated with theof his mother, Mona Ferrari.

- When did you decide that you wanted to have your own brand?

- I lived many years in Chile and when my son was born we decided to return to Argentina to be closer to the family.When I arrived all the proposals that arose to me, they were linked to this item, I worked with other brands but then I was concerned with venture into something of my own.I started studying fashion marketing and all the information that had been deciding was linked to a new proposal in terms of silhouettes that manage to transform what we have preconceived in relation to genres and also the issue of sustainability ”.

And he adds: “I seemed impressive to the waste generated by the industry not only in fabrics, pieces, but also in stationery, dyes, it is an impressive thing.And that is when I decided to put the body to this reality and work in a brand that seeks to reverse this situation.

Entonces se dio cuenta que desde afuera era difícil proponer estos cambios: “Son estructuras que funcionan de manera lineal desde hace décadas y cuando tratabas de implementar algún cambio, más aún hace seis años, ¡ni te escuchaban! Ahí me independicé y comencé con Humano, que luego fue virando a Be>Humano, la marca está en transformación constante, como los humanos”.

The triple impact, a pillar

“For something to be considered‘ triple impact ’, it must dance between three legs: economic, social and environmental.In general, the traditional linear structures go direct to the economic, or the non -governmental ones go only to the social or the environmental ”, generalizes and explains that their idea as entrepreneurship was always attending the three legs at the same time at the same time.

“The ecological is supported through the use of certified natural raw materials and the Zero Waste design.The social from an intense invitation to the deconstruction of the hegemonic, traditional models and silhouettes.And the economic pillar is supported by flexible methodologies and structures that mutter according to the market and its internal team ”.

The designer acknowledges that this effort is increasingly valued today: “There is a awakening in consciousness in relation to knowing that we are part for this change to happen, that we cannot pretend that only from the external proposals come the solutions.As consumers we also have great power and that is what we seek to also communicate from these structures ”.

Conscious consumption

For Mara, to be a responsible consumer part of becoming aware."Make more conscious decisions, that's what it is about.To be able to breathe and find ourselves on our axis.To think what I need, what is functional, choose some good quality, which we know that to do so did not exploit people or natural resources.And our responsibility, as producers, is to communicate what we do along what the other communicates, ”he says.

- What were the greatest challenges that you faced when it comes to life to this project?

- Generating a Genderless proposal in its entirety was a great challenge.In the beginning I spent with my wholesale clients who asked me on which percher they had to hang the clothes, if in the man or in the woman's.I would tell you that it was not until Mercado Libre launched the advertising that incorporated the variant ‘Fashion without Gender’ that began to understand it ”.

And closes: “The general public seeks a more massive validation.In this sense, those who are pioneers and bet early are the most risky, but those who tend too ”.