Oskar Metsavaht

Oskar Metsavaht @oskarmetsavaht, is a multidisciplinary creator, environmentalist, and UNESCO Goodwill Ambassador for a Culture of Peace and Sustainability. Oskar Metsavaht is the founder and creative director of Osklen. A brand that has been at the forefront of sustainable fashion innovation for 30 years and the president of Instituto-E. A Civil Society Organization that develops and implements sustainable development projects.

IRK: Oskar Metsavaht tell us your “Why”?

Oskar: Like cinema, music, literature and the arts. Fashion is one of the protagonists of the change towards sustainable development when it acts in the transformation of society’s behavior.

At Osklen, we use fashion as a communication and expression tool. We understand that fashion can be like a manifesto, where people can express their intentions when dressing. And this is a way of collaborating with movements that need more space and visibility such as Brazilian popular culture. The preservation of the Amazon and the culture of its original people. International agreements such as Kyoto Protocol and Earth Charter, the protection of oceans, amongst others.

Socio-economic-environmental chain

Together with Instituto-E, we work on the development of sustainable materials from the Amazon. Such as juta and latex from the Amazon, pirarucu fish skin and natural oils. Actively participating in supporting the socio-economic-environmental chain of the forest. When we transform these materials into design products, we are supporting to keep the forest standing & encourage the industry to think about sustainable development.

Since my first steps at Osklen, in the late 1980s, our commitment has been to bring innovations that really make a significant difference, both for those who will wear the clothes and for the entire production chain.

The ASAP [As Sustainable As Possible / As Soon As Possible] concept is a guide for my teams. “ASAP” asks for the urgency of change, but within the possibilities of each one at the moment. We can’t wait to get it all done – we’re doing the best we can every day. And this concept that I idealized has a paradigmatic importance. Being 100% sustainable is a huge challenge. Just take the first step, even if it’s only 1% and build up from there. The ASAP concept is fully inclusive. It’s my invitation to everyone to dedicate themselves to starting. This concept inspires us and inspires many brands around the world.

IRK: What are you most passionate about with respect to taking care of people and the planet? 

Oskar: I have always had a connection for the relationship between the human body and its environment. Us humans live in harmony with our environment, with the planet.

We can’t talk about sustainability if we don’t think primarily of human beings. Understanding people not as biological beings but as human beings. I was invited by UNESCO to be a Goodwill Ambassador because they consider me a humanist. That’s why I’m an ambassador for Sustainability and Culture of Peace. And recently, also Ambassador for Ocean Decade for UN.

We have always taken everything from nature. Now in the 21st Century, we understand that it’s time for humankind to give back to nature. It’s time for us to give back to the forest, to take care of the forest, the oceans, everything.

We can use the planet’s natural resources to generate profit, economy and development. If we keep them at the same state or even better for the next generation. This is a motto for me, it is so simple to understand.

If we create sustainable development projects, developing products and services both for Brazil and for the world. We will make a turnaround not only for Brazil, but for the planet.

IRK: What are some conscious actions you implement in your daily life?

Oskar: I believe that sustainability is a process of continuous learning and improvement. We must always take the first step in the transition to a more responsible society with the lowest possible socio-environmental impact. And sustainability cannot be seen as a concept, but as a commitment to society as a whole. We do not ask for radicalism, but for everyone to understand the importance of change.

Over the past 30 years, my work at Osklen and Instituto-E has always been to create sustainable development projects. Generating products and services for Brazil and the world. With a 360º vision of the production chain and the use of sustainable and natural materials and processes. We are collaborating concretely with the preservation of the forest. Generating income for the communities, respecting and valuing the local biodiversity and causing zero deforestation.

I understand that our great role is to enable the responsible and sustainable transformation of natural resources from the Amazon. Such as jute from the Amazon and pirarucu fish skin, into objects with high power of use in everyday life. Osklen, as a fashion company, takes its style and design team to bring raw materials to life. Which will then be transformed into new products.

In 2022, for example, 23 million liters of water were saved and more than 9,000 kg of C02 were reduced. Just by using juta from Amazon as a raw material in Osklen’s collections (compared to traditional cotton).

When someone in any part of the world wears a t-shirt made with jute from the Amazon. Or a pair of pirarucu fish skin sneakers, you can be sure that the forest is renewed. That local communities are strengthened and that the concept of preservation is stronger.

IRK: Oskar what’s your hope for the future of the planet?

Oskar: We are the generation that is living in one of the most important and interesting periods of civilization. A moment of transition, the turning point from a sick planet to a sustainable planet.

I think that our generation is going to save the planet and ourselves. It’s so nice that our generation can be one of the protagonists of this change. I believe in this wave that is coming – it’s coming spiritually, intellectually, in practice. This transition depends just on us, we have the chance to save ourselves and to deliver a better planet for our future generations.

What Sustainable Development Goal do you align with the most? (https://sdgs.un.org/goals)

Oskar: As a UNESCO Goodwill Ambassador. I often say that we are guided by the Instituto-E sustainability criteria. Plus we are committed to all the UN Sustainable Development Goals. We work to give voice to causes aligned with the 17 SDGs in our sustainable development projects in support of the 2030 Agenda. Our great differential is our pioneering spirit in stimulating change and generating transformation.