Designers are responsible for improving sustainable practices across the industry, according to British designer Ross Lovegrove.
Lovegrove believes it is designers, rather than brands, that need to set an example when it comes to environmental responsibility.
"If you're a known name in the design industry I think it's your duty, I think it should be part of the whole circle of what you do," he said.
Ross Lovegrove, pictured above with Natuzzi creative director Pasquale Junior Natuzzi, said designers need to set an example
The designer spoke to Dezeen during Milan design week at a launch event for Ergo, a furniture collection for Natuzzi that is made using renewable and recyclable materials.
He said he was drawn to working with the Italian furniture brand because he felt the company would be open to his ideas about making the furniture industry more sustainable. "I don't design furniture very often and I'm not interested in just doing another L-shaped sofa," he explained. "I wanted to come in and try to facilitate a change in mindset. Natuzzi is a big company with young blood and they are open to doing things differently."
Lovegrove's Ergo collection is made using wood from FSC-certified plantations
The Ergo collection comprises a range of items for the bedroom that are designed and manufactured with sustainability in mind. Lovegrove spent three months researching materials to identify natural options that also provide the necessary performance...