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Italian tips to protect both babies and environment

Cora Happywear: the new frontier of sustainable-clothing for mothers and children

Italian tips to protect both babies and environment

Claudia Astarita

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Cora Happywear is the result of an Italian mum's brilliant idea. Elisabeth Tocca - 40 years old from Bolzano - wanted to find fashionable but also safe clothes for her children.

This seemed to be a hard task since the origin so as the fabrics composition of our clothes is usually uncertain. With this new goal on her mind, Elisabeth launched her own business, retiring from her previous job as manager.

As explained by the Italian daily Corriere della Sera, Cora's fundamental idea is the sustainability of its items. As a matter of fact, they are made up of organic cotton, eucalyptus and bamboo without any chemicals whatsoever.

These fabrics present a number of advantages. Firstly, they are softer and easier to iron. Secondly, the colours are water-based so that there are no risks for allergic rashes. Furthermore, the price is affordable -ranging from 19 to 59 Euros - because Cora wants to address all the consumers, not an elite.

Surprisingly, the baby-born company (founded in April 2014) does not sell its items in shops, instead it is based on "social selling". The latter concerns in-house meetings where the products are sold after having presented them.

It was a big challenge for Elisabeth Tocca, since it wouldn't have been easy to find young and environmental-aware mothers in Italy. But she made it! Her company conquered 42 mums between 30 and 35 years old. They are the company essential actors, i.e. seller-mothers called "lifestylers". They earn 20% of total sales or 10% if the products are sold online.

Undoubtedly, Cora offers a flexible job opportunity for all those mums who have not enough time to work within strict hours besides offering them sustainable clothing. Cora targets for 2015 are to expand towards the South of Italy and towards Northern Europe, exporting this healthy philosophy where it is unknown. Last but not least, the Italian company has a heart for less fortunate children and runs distance adoptions in Senegal.

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