In spring 2020, the Covid emergency forced Alessandro and Rita to close their shop for two months. Thanks to the advice provided by Fondazione Edoardo Garrone, ethiQ was able to design an online service for their products, providing nationwide shipping. “Through online communication, we are striving to bring more customers to our store. This is key. We have already had customers from Padua and Venice, where there are no shops like ours” says Alessandro.

During the winter, they also worked to their first experimental ethiQ-branded collection: a women’s t-shirt, to be sold during the trade fair “Fa’ la cosa giusta!”, (Do the right thing!), within the space dedicated to businesses born from the ReStartApp and ReStartAlp courses. “We have made 150 of them, using certified cotton t-shirts. Today, they are on sale in the store. You can purchase them in Via Mezzaterra, in Belluno”.


Three different designs for one single message, printed on 150 t-shirts: the first ethiQ-branded collection. “It reads piantala, (in Italian meaning ‘plant it’, but also ‘stop it’), which is a recommendation to be made to ourselves with a smile, a recommendation to sow a seed, to stop polluting, to convert energy into something positive” explains Rita.
The three designs, created by Gabriela Sperotto, make reference to three plants: melissa, regarded as bubbly; thyme, defined as resilient; and sage, considered to be tenacious. “Part of the sales proceeds will go to Belluno Donna, a local association that helps female victims of violence. From 2004, it has provided shelter for about a thousand women: the obligation to stay at home, as we have seen also during the lockdown for the Covid emergency, does not have the same meaning for everyone” concludes Rita.

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