In this interview to the CEO of Catenis Group Andre de Castro interviews Flavia Amadeu, who speaks about arts and design linking nature and high-end technology through Blockchain of Things. The technology can provide the provenance of the art work and promises to be the last word in authentication and art/design registration. Besides that, the technology has the potential to bring the story of the people and production processes behind products and materials.
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Where Art Fashion Meets Technology Through The Use Of The Blockchain.
"Provenance in the Art Industry is a key component of the history of the Art piece, and one of the most important aspects for sustainably conscious artwork. Bitcoin blockchain technology allows for the immutable tracking of origin information and is a natural fit for our industry.", Flavia Amadeu states. According to Flavia, "The Art world needs innovation through technology and tools to help it reach its greatest potentials. Our successful approach to blockchain integration and design includes analysis of data flow, control for the specific businesses protocol with a focus on leveraging currently available functionality from Catenis, Blockchain of Things' premier product. It offers simple tools which allowed our organization to quickly utilize robust Bitcoin blockchain technology. Our goal is to provide irrefutable proof of raw material origin, traceability of place of source, and certificate of authentication. A solid fit for our sustainable business model from the Amazon to the hands of the global consumer." About Flavia Amadeu (Artist) Flavia Amadeu is a Brazilian multidisciplinary designer and artist, having extensive knowledge and experience with sustainable materials and incorporating wearable computing into her works. Her avant-guard approach to art and fashion has made her a Thought Leader in many projects working in collaboration with scientists from engineer to chemistry. She holds a Ph.D. from the Centre for Sustainable Fashion at London College of Fashion and an MA in Art & Technology from the University of Brasilia. Flavia has participated in well-renowned exhibitions in London, Sao Paulo, Milan and Kolding among others. At this time, sustainability and technology come together in an Art-Fashion piece during Art Basel at Faena Bazaar in Miami, joining wild rubber from the Amazon rainforest and leading-edge technology in partnership with Blockchain of Things, to authenticate and provide provenance to the world of art. About Blockchain of Things, Inc. (BCOT) Formed in 2015, Blockchain of Things has become the leader in enterprise-class software integration technology which allows organizations to quickly leverage the capabilities of blockchain technology. Their premier platform Catenis Enterprise™ offers a web services layer for rapid Bitcoin blockchain integration, to simplify and accelerate secure global peer-to-peer edge device messaging, digital asset control, and recording of immutable data. The company is located in New York City in the United States. For more information, please visit us at blockchainofthings.com / @blockchainot Published by Deborah de Castro 646-926-2268 http://www.blockchainofthings.com Contact Blockchain of Things, Inc. ***@blockchainofthings.com European Based:
http://www.pr4us.com/pr-7096-collaboration-announcement-catenis-enterprise-in.html USA: https://www.prlog.org/12742159-collaboration-announcement-catenis-enterprise-integration-in-the-arts.html Short Link: https://www.prlog.org/12742159.html PDF Format: https://www.prlog.org/12742159-collaboration-announcement-catenis-enterprise-integration-in-the-arts.pdf https://www.media.onlineprnews.com/news/1121887-1543356233-collaboration-announcement-catenis-enterprise-integration-in-the-arts.html The brazilian designer Flavia Amadeu will be in Brasil Eco Fashion Week, an event focused on sustainable fashion, which takes place from November 15th to 17th in the city of São Paulo.
On the occasion, the brand FLAVIA AMADEU Sustainable Design will have a showroom in Espaço Amazônia full of news. On Thursday, November 15th, at 6:30 p.m., Flavia Amadeu will talk about her more than fifteen years of experiences researching and designing with organic rubber from the Amazon rainforest communities. The designer will talk about fashion, innovation, sustainability and certification at Unibes Cultural, where this second edition of BEFW will take place. The forest needs to be conserved and valued, so we admire any channel of reconnection with nature either through fashion or everyday activities. We invite you to the event that will offer various activities like workshops, videos, different brands of the sustainable universe among other novelties. Sign up by clicking here, access is free.
FLAVIA AMADEU is a partner of BK Fashion Accelerator in New York, where you can find a range of sustainable materials, including samples of the Amazonian Wild Rubber and Rubberised Textile. Get inspired by this interview.
FLAVIA AMADEU Design Sustentável é parceira da BK Fashion Accelerator em Nova York. Lá, empresas e designers podem encontrar mostruários da borracha colorida e outros materiais sustentáveis.
Amy DuFault
July 13, 2018 Flavia Amadeu is a Brazilian designer and social entrepreneur whose wild rubber samples you can find in our sustainable textile resource library. Holding a PhD in Design and Sustainability from the London College of Fashion, where she was part of the Centre for Sustainable Fashion and an MA supervisor, Amadeu has been researching and designing with the colored wild rubber from the Amazon rainforest since 2004. She has also worked in partnership with the Chemistry Laboratory LATEQ at the University of Brasília, with top model Lily Cole and UN Women, among many others. The focus of her work relies on supporting local communities, especially communities full of entrepreneurial women, through collaboration on handcraftsand on the production of sustainable materials. We caught up with her to talk more about her inspiration, conservation and designing with wild rubber. Here’s what she had to say:
Do you think that objects can create an awareness by being designed beautifully or is the sustainability story first?
I think design as a holistic process that goes from the origin of the materials to the formal aspects of the product. Objects beautifully designed are fundamental to engage people in a new awareness of consumerism. A beautiful, good, original design is what adds value to the materials and the story behind them. People want to feel good, fashionable and to also have their needs satisfied. Their awareness goes together with the possibilities available. If they are able to choose fashion and design products with social and environmental values, then they have real choices and can advocate for that. How did you discover wild rubber and why the inspiration to create with it? Is the material itself inspiring to work with? I began to research and develop projects with wild rubber in 2004 during my MA in Arts at the University of Brasilia when I was invited to collaborate on a project of art and science. That was when I met the team of the laboratory LATEQ at the University of Brasilia, who, at the time, had just developed the colored wild rubber. They were very interested in further developing this material as well as seeing it applied. That was when we began our partnership that endures until today. At the time, I was looking for new materials, I was already a designer interested in developing projects of both social and environmental impact, so all came together. I suddenly had full access to the lab and as I researched the material and learnt about it, the more in love I became with it and the whole purpose of its existence. I worked every day during the period of six months, just testing the material and preparing materials for an exhibition in the Itaú Cultural of São Paulo.
Although being a new material, there were many characteristics to improve, there were many challenges along the way, never easy, all new, to learn, to teach and to test. I had to develop my own understanding of this material, ways to work with it, to produce… A long, but fascinating journey.
More than the novelty, what really inspired me was that the wild rubber was indeed developed to be a social innovation, to transform lives in the Amazon rainforest while preserving the natural resources. I remember predicting that I would be the person specialized in this material, and would teach local women in the Amazon rainforest. The Amazon rainforest has long been a pain point for environmentalists working to protect it. Why is wild rubber important to the Amazon rainforest? Only in the Amazon rainforest do rubber trees grow wildly. The trees can be productive for more than fifty years without dying after that period. When local people can make a living from the rainforest products, they are enabled to continue the sustainable activities related to their livelihood and culture and therefore conserving large green areas. A concept that translates that is of the “productive conservation” of Anthony Hall, in which economic use of natural resources is meant to preserve the environment. New kinds of wild rubber, such as the colored rubber FSA, are social innovations which promote social changes with environmental preservation. For some communities, rubber is the most important economic resource which had lost its value. Nowadays, there is the possibility of generating a better income using new methods of production, to promote social inclusion of women and young adults in the rubber chain and develop new markets. The rubber production is indeed related to environmentalists and I have been partnered with NGOs and activists in order to develop meaningful projects. Some examples are WWF, SOS Amazonia, Sky Rainforest Rescue, actress Lily Cole, among others. Talk about your work with communities in the Amazon and how you are helping build up the regional economy. Working with local communities in the Amazon rainforest is challenging to begin with, due to the long distances, limited communication, different mentality and costs. I have built a network of partners along these years and returned to the same communities over and over again, besides teaching new communities. Nurturing these relationships is fundamental. During my PhD with the Centre for Sustainable Fashion in the London College of Fashion, I have developed a methodology of design practice with local communities. I have applied my methodology in workshops with producers to improve production and production management and that has made a great difference. I have worked with indigenous and non-indigenous communities, with different cooperatives and partners. I want to see much more communities getting involved in the productive conservancy of wild rubber and other materials. My work has already some impact, but there is much more potential and also need for social innovation in the rainforest. Building up a regional economy is mostly interdependent of a global community. It is where I situate myself, interconnecting different realities through design, art and handcrafts. Among curves and straight lines of the city designed by Oscar Niemeyer and Lúcio Costa, I grew up. Brasilia is unique in Brazil, with roots from all over Brazil, in the middle of the Brazilian savana, a city of concrete buildings was designed and an aesthetic beyond architecture developed. I remember when we complained that Brasilia was a city without identity ... Today this idea has clearly changed. Brasília, less than 60 years old, is recognized by Unesco as the Brazilian Design City with expressions in all fields, such as in the graphic design, product design, fashion and jewelry design. The first BSB Design City Show celebrates this title with the exhibition that is from June 6 to July 7, 2018 in the mezzanine of the TV Tower. I am happy to be part of the first generation of designers born in Brasilia and have my work in this exhibition. The Organic Jewellery, besides being developed from my research with rubber at the University of Brasília, carries the genetic minimalism of the place where I was born and grew up.
Zig Zag Armband
$98.00
BEST SELLER Zig Zag Armband is a classic Organic jewellery design by FLAVIA AMADEU! Adaptable, flexible, comfortable. Small Size. Fits thin wrists. Sustainably Produced 100% wild rubber from the Amazon rainforest. How to wear: Alternate the stripes and turn it inside out as it were a sock. Dress it and adjust. Watch the video at Bracelets OUR GIFT FOR YOU! With each order you get our Amazonian Wax to take care of your pieces! (Let us know if they are gifts, so we can include extra tins of wax) 100% wild rubber from the Amazon rainforest. This piece has been widely exhibited and published. Diamond Necklace
$120.00
Elegant and minimalist. Adaptable, flexible, comfortable. Stretchable necklace 100% wild rubber from the Amazon rainforest, designed by Flavia Amadeu. One size fits all! Sustainably Produced 100% wild rubber from the Amazon rainforest. OUR GIFT FOR YOU! With each order you get our Amazonian Wax to take care of your pieces! (Let us know if they are gifts, so we can include extra tins of wax) Circle Ring
$46.00 - $80.00
Adaptable, flexible, comfortable. Available in assorted colours. Mix and match! One size fits all! Sustainably produced 100% wild rubber from the Amazon rainforest. With each order you get our Amazonian Wax to take care of your pieces! (Let us know if they are gifts, so we can include extra tins of wax) Taking care of your Organic Jewellery - If the rubber looks dry or has a white appearance, rub our Amazonian Wax - Avoid excessive heating - AVOID direct contact with silver, it can cause quicker oxidation FLAVIAAMADEU with SOS Amazon (SOS Amazônia) is supporting the Project Faça Florescer (Blooming the Amazon rainforest). The project aims to build tree nurseries in partnership with local communities in order to replant 50 thousand native trees in devastated areas along rivers. 50% of each Cestaria Pendant's profit will be donated to this project until the stock finishes. Until February 2018, two thousand Brasilian Reais were donated to the campaign. Besides promoting reforestation, this project is of educational importance, as it involves both adults and children as active participants. SOS Amazon is an NGO with a mission to promote the conservation of biodiversity and the growing environmental awareness in the Amazon. Learn moreCestaria Pendant
$78.00
$48.00 - $60.00
Adaptable, flexible, comfortable. Available in assorted colours. It can be worn in different ways, such as a bracelet.
Unissex. One size fits all!
Sustainably Produced 100% wild rubber from the Amazon rainforest.
OUR GIFT FOR YOU! With each order you get our Amazonian Wax to take care of your pieces! (Let us know if they are gifts, so we can include extra tins of wax)
Taking care of your Organic Jewellery - If the rubber looks dry or has a white appearance, rub our Amazonian Wax - Avoid excessive heating - AVOID direct contact with silver, it can cause quicker oxidation ------------------ Cestaria Pendant is a wild rubber Organic Jewellery. 50% of the profit of each piece supported the reforestation of devastated areas in the Amazon rainforest in 2018. A partnership between FLAVIA AMADEU and SOS Amazonia. FLAVIAAMADEU with SOS Amazon (SOS Amazônia) is supporting the Project Faça Florescer (Blooming the Amazon rainforest). The project aims to build tree nurseries in partnership with local communities in order to replant 50 thousand native trees in devastated areas along rivers. 50% of each Cestaria Pendant's profit was donated to this project. Besides promoting reforestation, this project is of educational importance, as it involved both local adults and children as active participants.
SOS Amazon is an NGO with a mission to promote the conservation of biodiversity and the growing environmental awareness in the Amazon. Jellyfish Bracelet
$80.00
Adaptable, flexible, comfortable. Available in assorted colours. Mix and match!
One size fits all! Sustainably Produced 100% wild rubber from the Amazon rainforest.
With each order you get our Amazonian Wax to take care of your pieces! (Let us know if they are gifts, so we can include extra tins of wax)
Taking care of your Organic Jewellery - If the rubber looks dry or has a white appearance, rub our Amazonian Wax - Avoid excessive heating - AVOID direct contact with silver, it can cause quicker oxidation Available in all colours, send a note with your choice. NEW! Circle Ring
$46.00 - $80.00
Adaptable, flexible, comfortable. Available in assorted colours. Mix and match! One size fits all! Sustainably produced 100% wild rubber from the Amazon rainforest. With each order you get our Amazonian Wax to take care of your pieces! (Let us know if they are gifts, so we can include extra tins of wax) Taking care of your Organic Jewellery - If the rubber looks dry or has a white appearance, rub our Amazonian Wax - Avoid excessive heating - AVOID direct contact with silver, it can cause quicker oxidation In 2017 Brasília received the title The Creative City of Design (Cidade Criativa do Design) by UNESCO. To celebrate this, the National Republic Museum (Museu Nacional da República) was transformed into a giant post cart animated with design, artistic and arquitectural references of the city. Flavia Amadeu took part in the selected group of the invited designers who had their pieces projected on the museum. If you are in the Brazilian capital, check the Organic Jewellery dressing the museum. The show occurs in loop every evening from 8 pm to 12 am until 10th January. Check out the reportage! FLAVIAAMADEU wish you a very creative and prosperous 2018! ![]() Em 2017, Brasília foi considerada a Cidade Criativa do Design pela UNESCO. Para celebrar o título, neste fim de ano, o Museu Nacional da República foi transformado em um imenso cartão postal com projeções bem brasilienses. Flavia Amadeu fizeram parte do seleto grupo de artistas e designers convidados. O show acontece até 10 de janeiro todos as noites das 20h às 24h. Imperdível se você estiver na capital federal! Assista à reportagem da Globo (transmitida em 27/12/2017). FLAVIAAMADEU deseja a todos um 2018 criativo e próspero! Amadeu’s pioneering uses of Semi-Artifact Leaf (FSA) sit under an umbrella brand, Flavia Amadeu Sustainable Design. Working as a designer, researcher and social entrepreneur, Amadeu’s company produces sustainable product designs, consults on social responsibility and research projects, and works with educational design, sustainability and entrepreneurship projects. But driving Amadeu’s fame is Joias Orgânicas, or ‘Organic Jewelry’, and her work in the world of high fashion and couture.
In 2013, Amadeu found herself featured by Vogue, Elle and other international fashion publications after legendary designer Vivienne Westwood used FSA in a one-off garment. Worn by British model and actress Lily Cole at the 2013 Met Gala, Westwood’s creation was made entirely from Amadeu’s sustainable Amazonian rubber. Among Amadeu’s jewelry products are the Miçanga necklace, a series of V-shaped strips which can be worn in a variety of different ways. There’s also an earring line, which incorporates rubber and surgical steel, stainless steel or aluminum. The Zig Zag bracelet is also popular, wrapping around the forearm of the wearer and made entirely of FSA. It’s not just her designs that have generated high praise for her work. Amadeu’s focus on using 100 percent of the rubber she collects, without creating waste, have earnt her accolade among environmentalists, while her focus on communities and inclusion have helped her pursue business avenues which she had never previously imagined. She doesn’t restrict herself to design studios; on the contrary, she spends a fair amount of time near her suppliers on the Amazon, working on community initiatives and projects in Acre and Pará. She also teaches handicraft techniques to local workers, and has earner herself impressive partnerships with organizations such as the University of Brasília (UnB) Chemical Technology Laboratory (Lateq), SOS Amazônia, WWF-Brasil and UN Women. Thanks to her approach, Amadeu is currently Brazil’s top producer of colored rubber. In 2016, her collaboration with artist Cristiane Dias, mixing ceramics and rubber, earned her a prize in the Brazilian Object Designer competition at the Casa de São Paulo Museum. She was also selected for the Amazon Challenge - Businesses for the Standing Forest award, administered by Natura and Artemisia. And the designer’s success is clearly not limited to a Brazilian audience. She hopes to exhibit some of her works in London soon and hopes to crack into the US market soon, but in the meantime, has racked up an impressive list of international clients, selling to clients in Germany, Australia and the UK. By Be Brasil SOS Amazon team and jewelry designer, Flavia Amadeu, rose the Humaiatá stream, toward the village Raimundo Valley, Arara Indian Reserve in the municipality of Porto Walter, Acre, to hold between 15 and 18 September, a workshop production of colored rubber - Semi-Artifact Sheet (FSA). The initiative is part of the Amazon Values Project, with financial support from Amazon / BNDES Fund. With the participation of 25 indigenous Cooperative Agro Shawãdawa Pushuã, the initiative aimed to teach the FSA production technique and encourage the craft from the colored rubber. "It's the first time I am working with the indigenous people and was the realization of a dream. I noticed a lot of desire in them to want to learn and put creativity in this work with the rubber, and to generate income while maintaining the preserved forest. The Indians already have a very strong relationship with the forest and crafts, so the idea is to work the craft techniques with rubber mixing seeds and beads, into the language that they have, " said Flavia Amadeu, responsible for guiding the activity. In four days, the participants produced a variety of parts and finished the workshop with a small exhibition demonstrating the potential for this type of craft. The designer plans to return to continue this project with SOS Amazon and the village Pushuã.
Text and photos: Eliz Tessinari (sosamazonia.org.br)
Conheça a designer que cria joias “de vestir” feitas com uma borracha amazônica colorida e sustentável
Leia a matéria completa
http://projetodraft.com/conheca-a-designer-que-cria-joias-de-vestir-feitas-com-uma-borracha-amazonica-colorida-e-sustentavel/ DEBATE __________ negócios de impacto e a arte de fazer com amor. |com Iara Vidal, Flávia Amadeu, Marcela Torres, Carol Nemoto. TRANS.PA.REN.TE - apresenta : |UM MERCADO SENSÍVEL,afetivo que valoriza o trabalho manual, autoral e sustentável, assim como toda a cadeia produtiva criativa |
Você já parou para pensar na história por trás de quem faz? Jóias contemporâneas com história, conceito e com propósito. A designer Flavia Amadeu, responsável pela marca que leva seu nome, cria jóias em parceria com comunidades produtoras e, artesãos da floresta Amazônica. Ela os ensinou a produzir e tingir a borracha que vem do látex natural das seringueiras nativas, para ser usada na confecção dos acessórios da sua marca. Dessa forma, ajuda-os a comercializar um produto com valor agregado e lhes dá a oportunidade de optar por um trabalho sustentável, que preserva a floresta, ao invés de submeterem-se a atividades que geram impacto socioambiental negativo, como por exemplo madeireiras. Esse modelo de trabalho assegura renda para mulheres seringueiras, que representavam cerca de 65% dos artesãos e produtores com quem trabalha, criando resultados positivos. A empresa Flavia Amadeu tem parceria com mais de 120 pequenos produtores e artesãos de 3 comunidades da floresta Amazônica no Estado do Acre. 5a feira dia 17/08 às 19h, no Mercado TRANS.PA.REN.TE, no Boulevard Shopping 📷 @joaopteles ☞ http://limonadaproject.com.br Se realizó la conferencia del Centro de Moda Sustentable del London College of Fashion, University of the Arts London titulada “Moda y Diseño para la Innovación Social. El rol del diseñador como facilitador de resiliencia social, cultural y ecológica”, en el marco de la segunda edición del Encuentro InterDISEÑO, el programa de intercambio entre académicos y diseñadores que se llevó a cabo en la Universidad Nacional de Misiones.
En la conferencia, “Diseñar moda para la resiliencia social, cultural y ecológica”, expusieron las diseñadoras, Renée Cuoco y Flavia Amadeu, investigadoras del Centro de Moda Sustentable del London College of Fashion, University of the Arts London. Renée desarrolló conceptos acerca de cómo la moda puede inspirar conexiones profundas y resilientes, contó experiencias vividas, logrando constituir lazos de diseño colaborativo entre artesanos, investigadores, diseñadores, fomentando la empatía entre las partes. Además presentó la aplicación Making App para la marca Nike, una herramienta digital abierta de sustentabilidad para diseñadores; instalaciones sobre moda y sustentabilidad denominadas Clothes Well lived, para la marca H&M. Remarcó que los mayores cambios y los mas importantes en la sustentabilidad se ven en los pequeños emprendedores y pequeñas empresas. Favia en su conferencia que denominó, “Innovación social en la selva amazónica: el caso del caucho coloreado y su extracción sustentable”, compartió su experiencia en el proyecto que integra al diseño y las artesanías en el proceso social de innovación y preservación del medio ambiente, que desarrolla a través de su marca. Su charla se basó en tres pilares básicos: 1.Sowing 2. Harvesting 3.Nourishing. Esta acción fue organizada por el Observatorio de Tendencias de INTI Textiles, la Red Federal Interuniversitaria de Diseño de Indumentaria y Textil, London College of Fashion y cuentan con el apoyo del British Council en Argentina. *InterDiseño se compone de una serie de jornadas de experimentación, debate y reflexión en torno a técnicas y saberes heredados en diálogo con la disciplina del diseño de indumentaria y textil. La Red Federal Inter universitaria de Diseño de Indumentaria y Textil viene desarrollando acciones conjuntas desde el año 2012 a partir de la implementación del Programa de Formación para emprendimientos de base cultural vinculados al diseño de indumentaria “Las Cosas del Quehacer a Orillas del Paraná.”* Es un fin primordial de este trabajo en red la formación continua de profesionales y emprendedores que residen y producen en las regiones Centro, Cuyo, Noroeste (NOA), Noreste (NEA) y Patagonia trabajando en relación a los entornos culturales y las cadenas de valor productivas locales. *Gentileza de Observatorio de Tendencias, INTI http://mdmromero24.wixsite.com/about-me/single-post/2017/06/17/MODA-Y-DISEÑO-PARA-LA-INNOVACIÓN-SOCIAL
por Iara Vidal
O primeiro impacto com as joias orgânicas feitas de borracha amazônica pela designer, pesquisadora e empreendedora social Flavia Amadeu, no meu caso, foi de encantamento estético. Ao conhecer o caminho percorrido por aquelas peças coloridas, elásticas e com design e acabamento sofisticados, passei a ter admiração e curiosidade pelo trabalho da loira natural e ruiva ocasional com sorriso franco e em total sintonia com o consumo consciente. A paixão pela borracha surgiu em 2004, quando a brasiliense Flávia, 38, já graduada em Desenho Industrial pela Universidade de Brasília (UnB), ingressou no mestrado em Artes, também na UnB, para pesquisar novos materiais e wearable computing (tecnologias vestíveis). Durante o curso, conheceu a borracha colorida Folha Semi-Artefato (FSA), que estava sendo produzida por seringueiros da Amazônia, sob orientação do Laboratório de Tecnologia Química (Lateq) da UnB. Além de dispensar a queima realizada nas usinas tradicionais de processamento, essa borracha usa tecnologias simples e de baixo custo, gera poucos resíduos poluentes e oferece aos seringueiros e suas famílias oportunidade de trabalho e renda na floresta. A FSA é uma manta colorida que pode ser usada na fabricação de vários produtos artesanais e de design, como sapatos, acessórios de moda e joias. Ao longo desses 13 anos, Flavia vem trabalhando em parceria com o Lateq/UnB para aprimorar os materiais emborrachados e diretamente com comunidades seringueiras no Acre e no Pará. Confira neste vídeo como é o trabalho das comunidades extrativistas da Amazônia. Apoio às comunidades da Amazônia O foco do trabalho de Flavia é apoiar produtores locais por meio do design e do artesanato. No contexto da borracha amazônica, já prestou consultorias para grandes empresas como a Sky Broadband-UK e a WWF-UK e trabalha com parceiros como a SOS Amazônia, a WWF-Brasil, a ONU Mulheres, a top model inglesa Lily Cole, além das cooperativas, associações e governos locais. Ela tem uma marca que leva o seu nome, Flavia Amadeu Design Sustentável, é PhD em Design e Sustentabilidade pelo London College of Fashion, na Inglaterra, onde foi supervisora de mestrado e trabalhou em uma pesquisa ligada ao Centre for Sustainable Fashion (CSF) [Centro de Moda Sustentável]. Seu trabalho de design de joias com a borracha amazônica é reconhecido nacional e internacionalmente. A coleção Joias Orgânicas foi destaque no Museu de Design de Londres (2011) e exposta na Bienal Brasileira de Design (2010), na Semana de Design de Milão e na Dinamarca e muito mais. Em 2016, foi uma das premiadas no concurso de design Objeto Brasileiro, do Museu A Casa, em São Paulo (SP), com a coleção de cerâmica da Serra da Capivara e borracha amazônica, a Seringueira. Foi uma das selecionadas para participar do programa Desafio Amazônia – Negócios para a Floresta em Pé, da Natura e Artemisia. Flavia é capaz de falar durante horas sobre a borracha da Amazônia. Desde o modo de extração, passando pelo melhoramento e o trabalho com as comunidades extrativistas. Ela iniciou o empreendimento com o material em 2007, quando começou a vender suas joias orgânicas. “Já tinha terminado o mestrado e aperfeiçoei o acabamento. Eu me apaixonei pelo material, pelo trabalho do Lateq, pela Amazônia e por toda a história daquela borracha. Eu me lembro de falar que seria a especialista deste material. E me tornei, né?”, orgulha-se. “A parceria com os seringueiros melhorou muito ao longo dos anos e, hoje, tenho contratos com cooperativas de extrativistas. A cooperativa foi uma grande conquista nossa, de construção de relações, porque facilitou toda a questão de transporte, logística e burocracias. Antes, a gente trabalhava muito na base do favor, pedindo para parceiros. A comunicação ficava muito difícil com as comunidades, demorava muito para chegar, pegar a borracha. Com a cooperativa tudo fica mais viável.” Flavia Amadeu Flavia está sempre indo à Amazônia e trabalha diretamente com produtores, ongs e governos locais e parceiros da iniciativa privada. Ela destaca a importância dessa rede de parceiros, na qual um ajuda o outro, e da própria floresta para o seu trabalho. “As seringueiras estão espalhadas pela Amazônia, são árvores nativas e daí a importância da geração de renda. Quando as famílias seringueiras vivem do extrativismo com dignidade, elas protegem as áreas em que vivem”, descreve. Essa proteção ocorre, inclusive, em reservas florestais, chamadas de colocações por essas comunidades. A empreendedora social faz questão de ressaltar que o papel de guardiãs da floresta Amazônica das comunidades extrativistas só pode ser desempenhado se elas conseguirem viver dos recursos da florestas. Trata-se de um ponto fundamental do empreendedorismo socioambiental na floresta: a geração de renda vem da floresta e ela retorna para a floresta. Além de ser uma maneira de manter as famílias unidas. Ela observa que os produtores extrativistas, não só os seringueiros, mas as pessoas que trabalham com açaí e castanhas, por exemplo, têm um conhecimento profundo da floresta e de sua biodiversidade, assim como sobre os desmatamentos, as queimadas e a migração e esse conhecimento também é preservado. “A questão social está completamente interconectada à floresta Amazônica”, diz. Todo o trabalho feito por Flávia tem o consumo consciente impresso no DNA. “Eu tento, na medida do possível, trabalhar de uma forma ética, ecológica e social com as comunidades e também for delas”, comenta. Esse compromisso com o planeta tem início na concepção das joias orgânicas. O corte das peças deixa um espaço negativo, que sempre vai virar uma nova peça. “Muitas das minhas peças são criadas dos espaços de outras. Eu trabalho com o mínimo de resíduos e de água”. No momento, a designer está utilizando as sobras e rebarbas das folhas de borracha em um trabalho artesanal com um grupo de mulheres no Riacho Fundo (DF), a Cia do Lacre, para produção de bolsas. Inquieta, tem outro projeto em andamento com tecido emborrachado desenvolvido pelo sempre parceiro Lateq/UnB. Atua ainda para integrar cadeias produtivas na Amazônia. Atualmente, são colocadas essências na borracha para amenizar o forte cheiro do látex. Em conjunto com o Lateq/Unb e com a Fundação de Tecnologia do Estado do Acre (Funtac) está trabalhando para que esses aromas sejam feitos de óleos naturais extraídos também da floresta por outras comunidades extrativistas. Além da pomada que limpa a borracha e está sendo aprimorada para ser totalmente de origem vegetal e natural. Todo o talento de Flavia está voltado para melhorar a qualidade de vida das comunidades extrativistas. Além de comprar a borracha para desenvolver produtos, ela apoia o artesanato local e ensina grupos de mulheres e com artesanato próprio. “Oriento se precisa melhorar o acabamento ou a inserção no mercado. Um dos grandes focos do meu trabalho é a capacitação de mulheres e jovens para proporcionar a geração de renda na floresta com a borracha, com outros materiais, mas principalmente com a borracha”. Multitarefas, ela ministra palestras e oficinas e presta consultoria em empreendedorismo social na Amazônia. É sócia do noSSo Estúdio Design e representante da Fashion Revolution em Brasília. Em duas semanas, relançará peças da primeira coleção das joias orgânicas. “Decidi que chegou a hora de fazer uma nova produção, uma nova edição da coleção antiga e tem mais peças vindo por aí”, antecipa. Ao adquirir qualquer Joia Orgânica FLAVIAAMADEU, você já está contribuindo para a geração de renda na floresta Amazônica, além de incluir mulheres e jovens na cadeia produtiva, ajuda a preservar a floresta. R$ 35 de cada Pingente Cestaria será doado para o Projeto "Faça Florescer", da ONG SOS Amazônia. O "Faça Florescer" se propõe a construir e manter um viveiro de mudas de árvores nativas, por meio da ajuda coletiva de comunidades ribeirinhas para a restauração florestal de nascentes. Presenteie com um pedacinho de floresta protegida! Apoie nossa campanha! Saiba mais... ![]() O Projeto "Faça Florescer" tem como objetivo recuperar 50 hectares de áreas degradadas da Floresta Amazônica (principalmente em Áreas de Preservação Permanente) por meio de plantio de 50 mil mudas de árvores nativas, em dois anos. O Faça Florescer foi dividido em cinco etapas: I. Construção da Estrutura do Viveiro; II. Produção de Mudas; III. Escolha e Estudo da Nascente; IV. Plantio; V. Monitoramento, Resultados e Impactos. Participe!
Após o sucesso das apresentações de Nanã Matos e da CIA BASE no Prêmio Trip Transformadores de 2016, as Joias Orgânicas FLAVIAAMADEU estarão novamente na cena paulistana, na cerimônia de entrega do Prêmio Bravo 2017, dia 29 de março. As dançarinas da CIA BASE vestem peças exclusivas nas pernas e pulseiras criadas por Flavia Amadeu com borracha amazônica. Coreografia de Poema Mülhemberg com figurinos de Leticia Madeira, Cezar Renzi, ateliê Paula Gascon. Lindo, né? Nanãn Matos cantando Bachianas nº 5 de Villa Lobos em Iorubá no Prêmio Trip Transformadores 2016.
A borracha FSA (Folha Semi-Artefato), material do qual as Joias Orgânicas e outros produtos de design e artesanato são feitos, foi desenvolvida com o objetivo de gerar renda na floresta Amazônica. Essa borracha colorida se tornou uma tecnologia social pelo poder de gerar transformação social, sendo a inclusão das mulheres na cadeia produtiva da borracha nativa um dos pontos mais altos. Hoje, a borracha é produzida ao lado da casa da família, na unidade de produção, permitindo assim a proximidade com os afazeres domésticos e a convivência com os filhos; a defumação do látex foi eliminada; e o processo de produção é limpo e, relativamente, simples. O novo método, desenvolvido pelo Laboratório de Tecnologia Química da Universidade de Brasília (LATEQ-IQ/UnB) gera uma maior a interação entre os membros da família nessa cadeia de valor. Em alguns casos, por exemplo, os homens coletam o látex das seringueiras na floresta e as mulheres fazem a produção na unidade. No entanto, o que se vê, são os casais trabalhando em parceria, e muitas vezes, com os filhos mais velhos, no processo de misturar o látex com o pigmento e os insumos que darão qualidade à borracha. A produção da borracha colorida é uma oportunidade para que famílias ribeirinhas continuem vivendo na floresta e com melhor qualidade de vida, e dessa forma exerçam o papel tão importante de guardiãos da floresta, por protegerem largas áreas de matas e rios das regiões onde vivem e de onde tiram o seu sustento. O olhar da fotógrada Eliz Tessinari revela a atuação das mulheres na produção durante Oficina de Melhoramento da Produção e Gestão da Borracha Colorida FSA ministrada por Flavia Amadeu e viabilizada pelo Projeto Valores da Amazônia da SOS Amazônia na comunidade do Curralinho, no Acre, em janeiro de 2017. Admiração e respeito por todas essas mulheres, mães, seringueiras, artesãs, amigas e guardiãs da floresta. Fotos de Eliz Tessinari.
Comunidade do Curralinho, Feijó, Acre, de 15 a 18 de Janeiro de 2017. Oportunidade de estágio para estudantes e profissionais em início de carreira para trabalhar com Flavia Amadeu em Brasília.
Funções Assistente de Comunicação e Produção Áreas de formação Relações Públicas, Marketing, Publicidade e Design Gráfico Tarefas A vaga é para auxiliar a designer Flavia Amadeu principalmente nas áreas de comunicação e vendas digitais, incluindo-se aí a organização do estoque e o desenvolvimento de estratégias de marketing. As possíveis tarefas são listadas abaixo:
Perfil
Softwares Habilidade/conhecimento para trabalhar com os seguintes programas:
Conhecimentos/habilidades adicionais (desejável)
Carga horária
Enviar currículo para flavia@flaviaamadeu.com.br Flavia Amadeu compõe o quadro docente do Curso de Extensão da PUC São Paulo "Liderança Inovadora para o Futuro da moda - Responsabilidade Social e Sustentabilidade", cuja abordagem teórica e prática promoverá a formação de profissionais especializados em negócios de moda com impacto positivo para a sociedade e o meio ambiente - veja a divulgação abaixo. O curso conta com uma equipe professores de renome tanto na academia quanto no mundo empresarial, unidos no propósito de transformar a indústria da moda em um setor mais consciente e responsável.
Flavia Amadeu é PhD em Moda e Sustentabilidade pelo London College of Fashion, no qual foi orientadora de mestrado em Negócios de Moda (MA Design Management) e fez parte do departamento de Moda e Sustentabilidade (Centre for Sustainable Fashion). Início das aulas: 23 de março de 2017 Inscrições abertas! Mais informações: contatocursolis@gmail.com
Interview
At the Sustainable Angle we spend much of our time researching and sourcing innovative textiles and materials with a lower environmental footprint and reducing the fashion industry’s over-dependency on conventional cotton and polyester. These materials are showcased in the annual Future Fabrics Expo as well as in workshops and Pop ups throughout the year, and a curated selection on www.futurefabricsvirtualexpo.com. This year we are delighted to have FLAVIA AMADEU’s rubber from the Brazilian Rainforest included in the 6th Future Fabrics Expo 25 – 26th January 2017. You can book Tickets here: http://bit.ly/2bnxkLW FLAVIA AMADEU supports small producers and artisans from Amazon rainforest, whose economic activities are integrated with the use of sustainable natural resources. The coloured rubber represents a process of social innovation, which resulted from years of research, and has been responsible for generating social transformation and environmental preservation. The Sustainable Angle asked Flavia Amadeu to tell us a little bit more about her work, and what the future holds. TSA - Can you provide a brief outline about what FLAVIA AMADEU is and how it has evolved since its inception? F – FLAVIA AMADEU is a design brand that supports small producers and artisans whose economic activities are integrated with the use of sustainable natural resources in the Amazon Rainforest. The company is specialised in the design and production of coloured wild rubber and an Amazonian rubberised textile. The company has evolved through years of research, building strong and trusting relationships with a key network including local producers, artisans and many partners from the public and private sectors, both inside and outside of the rainforest. TSA - What first inspired you to start FLAVIA AMADEU? Was it a desire to improve sustainability in the fashion / textiles industries or something else? F - Firstly, it started as a desire of promoting social change within my work alongside an early connection with the Amazon rainforest. These values merged during my research with the coloured rubber that began in 2004, in partnership with the Chemistry Laboratory LATEQ, University of Brasilia. This meeting soon became my life mission. TSA - Can you tell us about any positive environmental / social impacts you have seen or expect to see as a result of FLAVIA AMADEU? F - I have been working directly with local communities since 2011. Today, my suppliers are small producers who I taught rubber production methods to. It is great to see continuation and progression of the production chain, also enabling the inclusion of women in income generation. 2016 was the biggest year for social impact to date, generating positive achievements. Since my return to Brazil in December 2015, I have worked with more than 120 small producers and artisans; regularly working with 3 communities in the rainforest. In the State of Acre, Brazil, my work engages a local cooperative aside a vast network of people supporting my work including beneficiaries. Another great achievement is the involvement of women in the production chain of wild rubber, who have made up about 65% of the artisans and producers I have worked with. I am so lucky to have seen such positive impacts spark from my work. When I first began working with communities in the rainforest, children who observed the process are now young adults whose lives have developed through interaction with this rubber production. I have seen women gaining more confidence involved in the production chain showing great enthusiasm about the rubber handcrafts that I introduced to them and even teaching others. One of the key people I have worked with and spend time with is artisan and rubber tapper José de Araújo, who has become a recognised artisan in rubber handcrafts. He and his family managed to leave a state of poverty to buy land in the rainforest to protect, because of the development of his handmade unique and beautiful shoes. His wife Delcilene Araújo is an example of women empowerment. Nowadays she takes care of the stock, logistics, team work and became also a skilled artisan. I hope FLAVIA AMADEU proceeds to benefit countless more producers and artisans. I aim for our projects to stimulate empowerment of women and promote more social and economic opportunities, also integrating supply chains in the Amazon rainforest. TSA - At the moment FLAVIA AMADEU is a new and small-scale company creating innovations like natural rubber from the Amazon. How do you expect it to scale up and be used by the industry in the future – do you think it could eventually be a mainstream commercially used material, and would you want it to be? F - The aim is definitely to expand, that FLAVIA AMADEU becomes an important reference in sustainable design. In order to scale up, we have been working to multiply the social innovation of the rubber among more producers. I am always looking for project and investment opportunities, which can add social and environmental values to the production chain. Overall, I would like the production to grow in a profitable, but balanced and sustainable way. TSA - The fashion and textiles industries are some of the worst offenders out there for negative environmental and social impact. What do you think are the most pressing environmental and social challenges that we are facing in the industry? F - The most pressing issue in my opinion is the human cost disregarded by the fashion and textile industry, which, of course, directly and indirectly relates to the natural environment. In order to put all costs down, life is neglected at all levels. Producers are primarily affected, still working in the most damaging and exploitative conditions in the 21th century! The Bangladesh tragedy put that in our faces and there is plenty more issues we are not being exposed to, for example, lives affected by pesticides, pollution of rivers coming from the washing of textiles and so many more. The drastic impacts drops upon the entire production chain, including the natural environment and final consumers. TSA - What do you think is the biggest obstacle to becoming a more sustainable and less harmful industry? F - I believe the biggest challenge is to change mind-sets. This means transformations across the production chains, from company policies to consumers. The shift towards ecological products and manufacturing methods has begun, people are beginning to become more knowledgeable about the impact their purchases have and are keen to learn the story behind the work, but there is still a long way to go. TSA - What are your plans moving forward? F - My future plans include the ability to increase the social innovation of rubber among multiple more communities in the rainforest and to be able to empower women and attract young adults in sustainable work with this material. Additionally, I aim to expand the production and distribute Organic Jewellery globally, simultaneously designing more collections and products. Currently, I am applying for funding and seeking investors who are keen in supporting my business, helping it expand. TSA - How can industry professionals and consumers get involved and engage with the work you are doing? F - Information about the company values, artisans and sales of my products are available at www.flaviaamadeu.com. Follow us: @Sustainable_Ang @TheSustainableAngle #futurefabricsexpo
"Purple Mango [...] (is an) exclusive stockists of sustainably-made jewellery by Brazilian designer Flavia Amadeu. The jewellery is unique and handcrafted using 100% recycled certified metal and organic wild rubber produced by rubber tapping communities from the Amazon rainforest. Each creation is like a wearable piece of art. I don’t think I’ve seen ethical jewellery like it; it’s striking colours and design cuts through the fashion clutter, particularly in the Australian marketplace." The Eco Warrior Princess, The Eco Warrior Princess, 16/09/2016 by Jennifer Nini.
Aguardem! Workshop com Polly em novembro!!! Quem tiver interesse, por favor entre em contato pelo e-mail: atendimento@flaviaamadeu.com.br
O glamour da indústria da moda se desfaz quando entendemos o que e quem está por trás das roupas que consumimos. Ao mesmo tempo em que milhões de empregos são criados, muitas pessoas e produtores são explorados, escravizados e vivem em condições deploráveis. Eu e a designer Carol Nemoto (Miwa) fomos convidadas para discutir o filme The True Cost sobre o impacto social e ambiental da indústria da moda no Cine Club da Casa Thomas Jefferson - Asa Sul no dia 17 de agosto de 2016. Será um prazer trazer à tona essas questões para refletirmos sobre como nossos hábitos de consumo desencadeia consequências para a vida de muitas outras pessoas. A entrada é gratuita, o filme começa às 19h. |