On the 15th and 16th of June THEMEDNEW community gathered again, in Amman, Jordan, for attending two days of B2B and B2C meetings, entitled THEMEDNEW: a New Brand for Sustainable Fashion. Participants, including members, partners and speaker, have come from all the 7 beneficiary countries of ENI CBC MED TEX-MED ALLIANCES project. This event was masterfully organized by our Partner the Amman Chamber of Industry (ACI), and it was particularly significant, for it included buyers and retailers for the first time. The objective – quoting Technical Assistant Manager Francesco Pellizzari – was two-folded: to discuss the future of THEMEDNEW brand, and to help people, clients, and suppliers from Jordan meet and make deals with each other.

THEMEDNEW is an online co-selling platform and a community of ethical and sustainable brands: the new identity of sustainable and ethical Mediterranean Fashion and Textile sector. The project, supported by its core inventor, TEX-MED ALLIANCES, and TEXFOR, has been increasingly growing over its first year, gathering more than 30 companies so far. From the first official launch in Barcelona, in November 2021, events, networking and partnerships have taken place: the last one, in Jordan. 21 of our members joined the latter, which unfolded in the span of two days, the 15th and 16th of June.

On the 15th the location was the Four Seasons Hotel. A welcome speech was given by Dr. Nael Al Husami, General Manager of ACI. Following, Project and Event presentation by Susanna Leonelli, TEX-MED ALLIANCES Project Coordinator. After that, two inspiring and highly informative interventions about Branding and Retailing were held by Fabio d’Angelantonio, former CEO of Loro Piana (formerly Luxottica), and by Monica Marsilli, Senior Merchant Director of Value Retail (formerly Gucci, La Rinascente). The ‘case’ of THEMEDNEW was analyzed in two roundtables, Hani Mourad Hanna, Senior Fashion Marketing International Expert and Mr. Pellizzari moderated inspiring roundtables with our Consultants, partners and testimonials of THEMEDNEW. An overview of the Jordan Textile and Garment sector was then provided by Eng. Fadel Labadi, Manager of Industrial Development Department of ACI. In the afternoon, exchanges of opinion, networking, and meetings between manufacturers, suppliers, and retailers took place in the exhibition room, where our 21 members exposed their creations. The ultimate realization of THEMEDNEW, Mediterranean Identity, namely ‘togetherness’ (see Manifesto 2021: p. 4)

On the 16th there were visits on the field – for participants from outside Jordan – to local Production Facilities – including our leading Jordanian member She Chocolate – and to historical Malls. Logistics, timings, and inclusive participation were masterfully handled by our partner ACI and its staff. They provided constant support, ensuring the continuity between the 15th B2B event and the field visits (B2C part), providing participants the opportunity to taste the know-how acquired, and to develop further the relationships acquired between members, buyers, and retailers.

THEMEDNEW community has highly benefitted by visiting Jordan, for the event provided quite positive perspectives on the future of the brand, ultimately reinforcing the synergy and alliances between our member brands, partners, and – finally – retailers. After this crucial event, the Textile & Fashion value-chain is entirely covered by the New Brand for Sustainable Fashion, namely THEMEDNEW.

To conclude in the words of Project Coordinator Mrs. Susanna Leonelli, the overall results of the event were “two successful days, in which we made a lot of networking and mutual exchange of knowledge. Our hope is that more common projects will be born very soon”.

Silvio Magnolo, PR & Networking Expert of THEMEDNEW

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