Pedro Ruffier, partner in the Ipanema clothes label Movin, asserts that if fashion becomes more eco-responsible, then that attitude will filter through to the people actually wearing the clothes. Part of a young breed of more environmentally aware entrepreneurs setting up in Rio, Ruffier’s brand deploys organic cotton, recycled plastics, and even the reappropriation of fabrics like neoprene to help minimise the impact of their creations on nature. Seeds and fruits are used as the basis for dyes, and they even sell backpacks made out of recycled car cushions.