Oskar Metsavaht is internationally renowned as one of the forerunners of the ‘new luxury’ concept that advocates conscious fashion and sustainable luxury. According to him, a brand is identified as luxurious if it involves so-called noble values. These, however, imply social concern and the preservation of natural resources for the next generations.

Sustainability has always been on the agenda of his projects and part of Metsavaht’s path. In the early 2000s, he launched E-brigade, a movement that aims to raise awareness and to spread environmental information, thus transforming concepts into attitudes.

Metsavaht is also the founder of the Instituto-e, which develops projects about e-fabrics. In partnership with other companies, institutions and research centers, he identifies fabrics and materials that are developed based on socio-environmental criteria, such as fish leather, Amazonian jute, silk straw fibers, latex, and organic cotton.