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Joyful and the maintainability fashion are detached on Paraná Business Collectio

For the first time on Paraná Business Collection, the trend mark from Curitiba, called Joyful, of feminine fashion, with the proposal correct ecologically, participates of the programming of fashion shows and promises to show elegance on catwalks, and take away the fig about the maintainability fashion isn’t sophisticated. The trend mark reinforces the importance of conscientious about impact environment and the maintainability forms to help the environment.  

According to the development director of the trend mark, Adilson Filipaki, the proposal of the Joyful is to be a company with focus on the maintainability, and offer ecological products and also follow a contemporaneous, urban and sophisticated style.

The 2010 winter collection is inspired on the bicycle, theme connected with the maintainability, because it’s a transport that doesn’t pollute and is good to the health person. According to Filipaki, “all peaces from the collection are made with natural or ecological cloths, for example, the Tencel, that is a kind of viscose developed to not attack the nature”, explain. This cloth is made by fiber cellulose, from pulp wood of manage forests and maintainable. The process is made by organic compost and doesn’t create residues, causing less impact environment.

Another cloth used by the brand is the organic cotton produced through familiar agriculture, creating more employs in smaller proprieties, without utilization of agrotoxin in its production. This process “also doesn’t attack the nature, according to researches, is good to health, because clothes made by cotton that uses pesticides, brings in the cloth the same substances of the poison that, with time, will be absorb by the skin”, explain Filipaki.           

The trend mark also uses silk, linen and fish skin, all from regulation origins and correct ecologically. The fish skin has a different process, and it isn’t prepared on chromium, a prejudicial substance to the health, but is treat on tannin, that doesn’t attack the environment and its users.

The threads also are made from Tecel, or organic cotton, made in a process called “No Peeling”, that guarantees the high durability of the product. The tincture is made by industry process, but the colors are naturals. On the process are used just vegetables or minerals extracts, and pigments naturals, like Pau Brazil, Saffron, Acacia, and Walnut. “Conform the tone we desire, the pigments are mixed and we create colors on an ecological form”, says the director of the brand.

The smooth of the cloth also is made by a different process, using the Cupuaçu butter, a Brazilian plant similar to the cacao. All the process of the production of the clothes of the trend mark is correct ecologically. And this concept is also on the structure of the store that has been reformed according to Green Building, a council created by specialists from environment and building areas to certificate maintainability enterprises.

“The store has certificated wood floor and another part made buy peaces of marble, which is reuse material. The illumination has two systems, one conventional, and another one with sunlight. The windows have been amplified to have more expositions to the natural light”, explain Filipaki. Besides that, the face of a building and the movables are made of demolition wood. The sofa and armchairs are made by wicker and also the curtain is made from ecological material.

The store Joyful is on Padre Germano Mayer Street, 1980, Hugo Lange, phone (41) 3062 8785, more information on site www.joyfulsustentavel.com.br.