Armenian heart and conscious soul: FROY wins C.L.A.S.S. ICON 2022

C.L.A.S.S. Eco Hub has selected the winner of C.L.A.S.S. ICON Award 2022, the annual contest with the aim of sponsoring a visionary creative who is able to combine design, responsibility, innovation and communication. Receiving the third edition of the eye-turning award is FROY Club, an experimental and responsible fashion project born in 2018 in Milan from the mind of designer Arman Avetikyan.

“This third edition of C.L.A.S.S. ICON has made all of our team extremely proud: applications are constantly growing in number, and even more important in the contents that are aligned with our objectives and manifesto. This means that amazing new solutions are coming to concretely support the change of the fashion system for the better. I want to personally thank everyone for all the work that they have done to apply for our award, and also for the strong commitment they have displayed to push for a new beautiful and responsible fashion offer for the consumer. Choosing the winner among this pool of conscious talents was not an easy task, but after some time and long conversations we made our decision.” Affirms Giusy Bettoni, CEO and founder of C.L.A.S.S. “We selected Froy Club as the winner as we were struck by their mastery of knitwear, a very technical product to work on, paired with research in responsible and certified materials. The interesting colors and shapes that the products take on are just the cherry on top of a diverse, inclusive project able to unite responsibility, design, innovation and communication with a unique and distinctive imprinting.”

“We are happy to start this joint path with C.L.A.S.S., we are sure that together we will be able to build a positive journey sharing the world of Froy and the real sustainability values it is built on.” Arman Avetikyan Creative director Froy.

Froy builds a multifaceted aesthetic based on cultural exchange, made of ideas and inspirations. The project is rooted in Armenian culture to paint an image enriched by the melting pot of other traditions, using an artistic language with blurred boundaries. Through its collections, the brand tells stories of everyday life, populated by characters who embody the vices and virtues of contemporary society.

Froy distinctive approach consists in finding original solutions by mixing high quality materials and yarns. Working with a sustainable ethic, Froy reconciles traditional know how and innovative techniques to create hybrid, versatile and speaking surfaces. The brand uses Italian certified fabrics and yarns that meet European standards, selecting the highest possible number of natural materials to create high-quality products with a circular life. Froy also chooses GOTS, FSC and OEKO-TEX certified fabrics and yarns in order to support a clear production chain.

By receiving two thousand euros for sourcing purposes, smart consultancy support and communication aid from the C.L.A.S.S. team, plus assistance to the brand in commercial activities, a physical stand in the WHITE Show and a dedicated brand page on Renoon powered by C.L.A.S.S. partners; Froy will have the opportunity to upgrade its efforts in terms of responsibility and innovation, while sharing its conscious vision and values with a wider audience.

Moreover, the Italian brand with Armenian roots will become part of the C.L.A.S.S. ICON community, joining past winners such as the high fashion Italian designer Gilberto Calzolari and the Portuguese streetwear brand Duarte in the spread of responsible and innovative fashion on an international level, but also the business partners of the award, such as IDEE BRAND PLATFORM, Renoon, SUSTAINABLE BRAND PLATFORM. WHITE and WSM WHITE SUSTAINABLE MILANO.

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