Interview by Alexander Mays / alexandermays

Respectful, handcrafted, resistant and eco-friendly, all phrases used when describing Luca Potente’s brand. The Italian visionary behind this revolutionary project is implementing a new system of recycled bike tires, and hand-crafted belts that have the power to propel the brand into a unique addition to the ever-growing sustainability movement. When asked about upcoming prospects…Luca revealed: “We signed a contract with Michelin tires a couple months ago and we started talking…for us a big step.”  The Cycled Project employs a hands-on attitude that results in quality that is not only respectful to the user—but also to the planet.  

How did you come to realize your brand and what was the original conception behind your product?

At the very beginning, there was creativity and from there we realized that our creativity became a product as we started to grow. The things that happened made us quit our job and move back to Italy. It was not an easy decision, so far, we have seen a huge improvement with our project. We were not starting with structure, it just happened for fun. Eventually we decided to build this structure around the product.

Specifically, what does sustainability mean to you guys?

We think about trying to be almost in a cycle, starting from the source. It is not just a product, it’s a way of life. In our hometown in Italy, we have a big garden…chicken, geese, so we try to live in a circular way…at 365 degrees, not to just have a marketing strategy, but to be as real as possible. I made the first belt in 2008, and moved back to Italy in 2014, the more that sustainability became popular, the more our market increased.

What are your goals for increasing your customer base?

Now, we are starting to move from belts and are starting to move to other accessories… watchbands for example. So far there has not really been an evolution from the normal material watchband. During lockdown, we developed our own kind of bike riding practice. You can customize your own tire through the customization features on our website. You send me the tire, and you get back your watch, this way your tire becomes a souvenir for all the kilometers that you have ridden. You become the first step in the upcycling process. We signed a contract with Michelin tires a couple months ago and we started talking…for us that would be a big step. 

Utility or Sustainability?

The key point is the sourcing of the material. It’s very important to have an idea and see if it is possible to make it happen. Also, you must have a “baby supply chain”, otherwise it isn’t possible to get the product into the market.

Regarding your “baby supply chain” do you think that it is enough to just have one or do you have many different?

We have built a net of over 300 bike shops that have put aside the material for us. Now I am developing two products…the first step that me and my brother tackle are if we have the supply and if we can get it. I need to first develop a supply chain, but I don’t always have the materials to go into this market, especially now when you cannot always find the right materials located across the globe.

What are your thoughts on global warming?

In our garden in Italy, we have geese…when the babies are born in May, a month that is getting colder every year, the baby geese die. Something that my father has never seen in his lifetime. Our customer does not buy belts, our customer buys an idea. To spread the word of change, we need an economy that is based on this concept. 

What have you guys been doing over the past year to stay motivated?

We used this time to work on our structure. We do not have a scholar mindset, and we decided to build a business in a very horizontal way…not a pyramid, with open-source decisions. Constantly asking questions…” why we do this” …” why we do that”. 

We feel that we have grown through this period.  

Bike Lanes?

Italy is one of the worst countries for bikes! The ex-captain of the cycling team died because there was no bike lane. In the end, it’s all about respect…cyclists cannot be four in a row, otherwise the car drivers will get mad. It is very important for the people to feel safe. I can see a bit of change because the cycling world is growing big.

Ultimately, we are a generation of change, not because we have to, but because we need to!

THE CYCLED PROJECT will be exhibiting at HOMI FASHION&JEWELS 2021 / 18 - 20 September 2021.

HOMI F&J EXHIBITION, a dedication to sustainability, craftsmanship, design and manufacturing with the ultimate accuracy. HOMI F&J explores a cultural challenge, is sustainability a utopian fantasy or a possibility? 

Just as Milan once transformed the production into fashion, today it deals with the new challenge to transform the luxury industry into an industry with positive impacts. Transparency, intellectual fairness and human respect are the civil needs that every company must learn and appreciate.

The project comes to life in Rho Fiera Milano from the 18th to 20th of September 2021. The focus will be on a new definition of sustainability, natural materials, short supply chains and recyclability.