What is the reason for AMADEU to be founded?
Embarking on a journey focused on materials and positive impact has been a lifelong pursuit for me. Approaching the milestone of 20 years in February 2024, my dedication to research, development, and collaboration with local communities in the Amazon rainforest and various parts of Brazil has been unwavering.
The inception of AMADEU in January 2016 was driven by a recognition, during my Ph.D. at the Centre for Sustainable Fashion at the London College of Fashion, of a growing demand for sustainable materials in the fashion and product design industry. This realization, coupled with limited available options, fueled my commitment to establishing AMADEU - Amazonia, Materials, Design United. The primary goal was to provide access to innovative materials while fostering a positive social and environmental impact.
Could you elaborate on how AMADEU intertwines sustainable materials with design to contribute to the preservation of the Amazon rainforest?
The Amazon stands as the exclusive natural habitat where rubber trees flourish organically. Acknowledging the vital role of local communities, particularly the revered rubber tappers known as the "guardians of the Amazon rainforest," we intertwine sustainable materials with design to promote economic sustainability.
By placing value on local resources such as wild rubber types and fibers from the Amazon rainforest, AMADEU actively supports income generation for entire communities, with a particular focus on women and young adults. Natural latex, a versatile raw material, facilitates the creation of diverse products without causing harm to the environment.
With engagements spanning over 20 communities and collaborations with significant institutions, including WWF, Sky TV, ISA - Instituto Socioambiental, and the International Conservancy, AMADEU continues to make a positive impact in the Amazon rainforest.
How did the idea for your product LaVeg™ come about, and what sets it apart from other alternatives to animal and synthetic leather in the market?
LaVeg™, an industrial biomaterial derived from natural latex, represents a vegan alternative for manufacturing footwear, fashion accessories, garments, and furniture. Distinguished from synthetic leather, LaVeg™ is PVC and PU-free, biodegradable, durable, and resistant to cracking over time. Inspired by Amazon rainforest materials, LaVeg™ possesses an industrial, regular finish, standing out as a beautiful, smooth or textured material with numerous color possibilities.
The material has been successfully tested by various brands in Europe, the USA, and Brazil. Brands include Vivobarefoot, Our Legacy, FORCA, Insider, Gabriel Freitas, Pége, and Pedro Andrade, LaVeg™ exemplifies conscious consumer choices.
The process of creating LaVeg™ involves a reduction in greenhouse gas emissions. Can you explain how AMADEU achieves this?
The reduction in greenhouse gas emissions for LaVeg™ is achieved through a meticulous approach:
- A 100% Brazilian production chain, fostering commitment to small farmers, producers, and local companies, thereby reducing logistics and promoting the national economy.
- Responsibly sourced latex from thriving trees.
- Collaboration with small farmers in the region, contributing to the continuity of rubber tree agroforests and plantations, particularly in arid regions of cattle ranches.
- A production process that is clean, free from liquid residues, non-pollutant, plastic-free, and vegan.
AMADEU emphasizes the use of wild rubber. How does the company ensure the sustainability and ethical sourcing of this material while supporting local communities?
AMADEU ensures sustainability and ethical sourcing of wild rubber by working directly with rainforest producers and local farmers. This collaborative effort includes initiatives to build processing capacity, enhance production management, and foster community entrepreneurship.
The company operates in tandem with NGOs, local cooperatives, and public and private institutions, emphasizing collective efforts. Transparent cost and price discussions with producers and communities, coupled with fair valuation of raw materials and finished products, underscore AMADEU's commitment.
Yearly agreements are crafted based on market demand, seasonality, and production capacity, guaranteeing fair wages and a sustainable partnership. We are proud to be an award-winning and B Corp-certified company for our social and environmental positiva impact.
The effort to reach zero-waste production is intriguing. Could you shed more light on how AMADEU aims for zero waste in the production of LaVeg™?
The commitment to zero-waste production in LaVeg™ involves generating zero liquid residue and avoiding water usage during production; ensuring a minimal amount of solid waste that is recyclable; and upcycling rejected LaVeg™ during quality control for one-off designs or pocket collections. The parallel brand FLAVIA AMADEU actively participates in this upcycling process, incorporating LaVeg™ into small-scale productions.
