Smart Creation Podcast


#50 Matteo Ward, co-founder and CEO of WRÅD

"WRÅD is not a brand, it's our call to action" Today, Smart Creation invites Matteo Ward, co-founder and CEO of WRÅD, an innovative project dedicated to change in the fashion industry in all its forms (social, economic, environmental).

From supply to manufacturing methods, including logistics and traceability, every thing in the fashion industry can be changed, redesigned, improved in order to reduce the impact of our clothes on the environment but also respect those who make them.

Through education, innovation, design and consulting, the global crisis is not just a fatality, but an opportunity to change things.

In this episode, Matteo Ward also gives us a highlight on the underside of the fashion industry and the different solutions he is implementing with WRAD to change it in depth.


0:58 : Matteo presents himself

3:18 : How his time at Abercrombie & Fitch opened his eyes to the fashion industry.

4:00 The Rana Plaza disaster.

5:55 : His commitment after leaving Abercrombie & Fitch.

17:50 : His work as a consultant for brands, companies and manufacturers.

23:36 : Where are we going in term of sustainable fashion?

28:20 : His actions with WRAD.

32:50 : His biggest challenge for years to come.

34:46 : Which fashion brands are going in the right direction?

37:14 : What does he want to close the door to in our industry?

37:39 : What does he look at to get inspired?

38:35 : His book recommendations.

39:41 : What is the last piece of clothes he bought? 

40:18 : Who would he like to listen to in this podcast? 


"I’ve been working from seven years in this industry and nobody ever challenge me to know more about the product, where it came from, who made our clothes : all this things was new."

"I really wanted to understand what was the truth behind the word sustainable fashion."

"In 2015 nobody believed in what we were doing, nobody want to talk about sustainable fashion."

"We don’t know how the world will look like in hundred years, but if we start thinking about it now, we gonna be prepared to future proof."




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More Episodes


#51 Chiara Mastrotto, President and CEO of Gruppo Mastrotto

Ep. 51
"Leather experience, next level" Founded in 1958, the family business Gruppo Mastrotto, specializing in the treatment of bovine hides, is an exception in the world of tanning. Aware of the pollution that their activity can cause, the Italian group is committed to making ecology a priority through multiple actions aimed at reducing the impact of skin treatment on the environment. Specialized in the treatment of bovine leather for footwear, leather goods, clothing and even furnishings, Gruppo Mastrotto does not compromise between innovation and tradition and continues to develop ever more innovative projects thanks to its research and experimentation center.Chiara Mastrotto, daughter of the founder and now president of the group, tells us in this new episode of Smart Creation, the commitment of the Gruppo Mastrotto and the importance of combining quality, research and innovation.   CONTENT TO FIND YOUR WAY IN THE EPISODE  00:54 : Chiara Mastrotto introduce herself03:09 : Story of Gruppo Mastrotto04:44 : What responsible fashion means to her06:46 : Their sustainability strategy of the last decade08:19 : Certifications of Gruppo Mastrotto10:01 : The results of their sustainability strategy from a social and environmental perspective11:01 : Their biggest challenges for the next years 12:12 : How she approaching the topic of environmental labeling14:11 :  What can do the fashion industry to accelerate the sustainability revolution?15:23 : Her advices to help young designers choose their suppliers16:18 :  Which door of our industry she would like to close16:28 : What she does to stay inspired16:59 : The last piece of clothe she bought 17:16 : The personality she would like to hear in this podcastKEY LEARNINGS  "Gruppo Mastrotto has always been environmentally and socially conscious.""We can make a great contribution to the fashion industry because we upcycle product of food industry and we get a long-lasting material.""Sustainable fashion means to have a vision, a clear vision for the sustainable development of the fashion industry." "Designers should take a clear position regarding the use of material." ABOUT   Gruppo Mastrotto :  TO SUPPORT SMART CREATION THE PODCASTDon’t forget to share and talk about the podcast to your friends and colleagues, it’s easy and it helps the podcast a lot, and please rate it 5 stars and leave us a comment on Apple Podcast. To know more about Smart Creation and Première Vision

#49 Shannon Mercer, Chief Executive Officer - FibreTrace® (Traceability technology)

Ep. 49
When it comes to purchasing, there’s no doubt that consumers want to understand what’s behind the product. This topic has made its way, and now finds great key players to act for real shifts. At FiberTrace®, Chief Executive Officer Shannon Mercer is acting for traceability all along the supply chain with thoughtful technology. Combining both physical and digital, the platform allows users to map products in real-time, ensuring the tracking of the fibers, from the field to the store. Offering different solutions using blockchain and certified verification, there’s no more reason for the industry to get slow on this revolution. In this quest of alignment with oneself, ones values and ethics, Shannon highlights that these shifts are made possible from all sides, pushed by legislation, industry players, services like FibreTrace tools but also, consumers. A tool that cannot be dismissed, when we know that they offer several services, some at zero cost. In this episode, Shannon gives an analytical eye on the market and consumer behaviors, and he also shares some case studies on how transparency can shape a business.CONTENT TO FIND YOUR WAY IN THE EPISODE 2:28 : Shannon presents himself3:10 : How did FibreTrace® start?4:04 : His definition of sustainable fashion4:45 : FibreTrace® activity4:15 : His definition of traceability7:54 : The importance of physical traceability8:50 : His definition of traceability and blockchain and their complementarity 10:45 : Is he involved in every step of the supply chain?12:10 : His customers12:45 : How has traceability evolved in the past years?13:35 : What is the legal framework?16:45 : What are the final clients expectations?19:05 : A case study at FibreTrace®20:21 : The technology’s cost21:40 : The future of traceability22:48 : How long does it take to apply this process?24:25 : Their challenges in the upcoming years26:09 : How can the fashion industry accelerate its revolution?26:25 : Is FibreTrace® exclusive to all parts of the supply chain?28:40:  The advice he would give to young designers regarding traceability30:00 What does he want to close the door to in our industry?30:15 : What does he look at to get inspired?30:32 : What is the last piece of clothes he bought? 30:45 : Who would he like to listen to in this podcast? KEY LEARNINGS “All brands can take full ownership of their supply chain and therefore the full impact on individual goods. We want to see a world where consumers can pick up a garment and know the impact it will have on the planet. I think that is where traceability starts.” “Each fiber has a different application and each fiber type has a unique signature.” “Ensuring you can connect physical traces to digital platforms is the only way of having a full transparent system.”“Consumers are very much more emotional in their purchasing decisions and this is why we see the demand for transparency from brands playing driven from the market when the changes are occurring.” Learn more about FibreTrace® : 

#48 Augustin Firino Martell, Fashion & Luxury Traceability and CSR Manager - Crystalchain (Traceability platform)

Ep. 48
The data era might have its perks to operate a sustainable transition, especially in the fashion and luxury industries. At the core of Crystalchain’s activity, information and technology are used in order to drive actions towards a more transparent system. Traceability and CSR manager of the company Augustin Firino Martell opens today’s talk on how to implement blockchain for traceable and transparent solutions. Collecting information from the field to the final product, he’s helping brands and all the actors of the industry to settle a trustworthy system with reliable sources. Criteria such as the environment, animal welfare, social criteria and supply chain are all taken into account to constitute a proof of sustainability for its product, and thus certify an ethical commitment. But this system won’t be possible without the supply chain actors. That is why Augustin is encouraging cooperation and strongly aims to onboard suppliers as changes also come when it’s done in a collective way.In this episode, Augustin explains how we can identify the issue we want to improve and monitor. We also speak about ESG laws and how governments are acting for this transition. CONTENT TO FIND YOUR WAY IN THE EPISODE 0:55 : Augustin presents himself1:10 : His background1:55 : His definition of sustainable fashion3:15 : Introduction of Crystalchain4:15 : His definition of traceability8:10 : About blockchain11:05 : The industries he is working with13:45 : Augustin gives an application case of his work20:20 : Going to the field21:20 : How long does it take to implement this collaboration system?23:20 : How much does it cost?23:55 : What are the market expectancies?16:55 : What’s their biggest challenge in the upcoming year?17:42 : How can the fashion industry accelerate its sustainable revolution?18:50 : What are the right indicators regarding certification?23:25 : How can the fashion industry accelerate its fashion revolution?26:25 : What are the upcoming regulations to come?29:15 : Which regulations are taking the lead?31:32 : About the second life of the product33:00 : What solutions for the second life of a product?35:30 : What will traceability look like in the future?37:10 : Their digital platform to follow up on traceability40:10 : What can the fashion industry do to accelerate its revolution?41:58:  What does he want to close the door to in our industry?43:10 : What does he look at to get inspired?44:40 : What is the last piece of clothes he bought? 45:35 : Who would he like to listen to in this podcast? KEY LEARNINGS “We see that more and more of the suppliers around the world have the same issues and they are also starting to have a way of providing the information to prove the origin of their materials.” “We like to go on the field to understand the process and to speak with the actors. One of the key issues is onboarding the actor and getting the actor to imply  people to build the system.” “You need cooperation with the actors if you want to be quickly successful.”“Traceability is the basis to be aligned with the regulations.”  Learn more about Crystalchain: