Reda organized the event, “A journey to the heart of Reda”, to celebrate its efforts in the field of sustainability and to reveal its new advertising campaign. The occasion was also an opportunity to treat guests to a unique and incredible trip exploring the deepest meaning of sustainability.

The journey began on Reda’s farms in Australia and New Zealand: it is here that everything begins and is the source of the highest quality Merino wool, which Reda carefully selects to create its unmistakable fabrics. A connection with nature and the territory for Reda is a fundamental value and an essential requisite for the creation of textiles that are not only exceptional, but crafted with full respect for the environment and its resources.

The journey into the heart of Reda continued in the skies with Reda Airlines, ready to explore the boundaries of sustainability and accompany its passengers on a real and metaphorical trip from Australia and New Zealand to Italy where Reda’s production facilities are located and where sustainable innovation plays a crucial role.

Our special journey concluded with the reveal of Reda’s new advertising campaign in which Finnish photographer Christoffer Relander created images that convey the deep connection between man and nature. “Your Future is Our Present” is the tagline of the new campaign, which is focused on people and the crucial role they play in the safeguarding of the environment. Four powerful shots feature expressions enfolding nature and with it, our future: Barbara, Federico, Elena and Sergio are four employees who, with their faces, embody the philosophy and values of Reda to launch a strong and courageous message. Through the hashtag #redapeople, Reda, once again, wants to place attention on people, at the center of virtuous and unique processes in the creation of a future that, if respectful of nature, can be truly sustainable.