UYNing formula

We're invited behind the scenes on a fascinating tour of UYN's research centre and factory at the launch of this new eco-aware sports apparel brand in Italy

-  Emma Lewis

Naked Carbon Cycling Shoes £299 

A light, breathable, durable, water-resistant, seamfree, sock-like build designed using Natex and hemp aims to keep feet comfortable in our ever-hotter climate. The nylon sole contains carbon powder for a good stiffness-to-comfort balance. The outer uses recycled materials.

The minibus pulls up outside the futuristic façade of UYN HQ in Asola, Italy, while robot mowers tend to the immaculate lawns outside under an azure sky. I'm clutching what feels like a Charlie and the Chocolate Factory golden ticket inviting me on 'a tour of discovery of the most advanced research academy in the textile industry'.

I received my hot ticket as part of the worldwide launch of this sustainable apparel and footwear brand. UYN, by the way, is pronounced 'win' and stands for 'unleash your nature'. We're ushered into the imposing entrance hall of the large showroom building and assigned to groups, each with different-coloured wristbands. Then we're swept off in different directions by our guides for the day: ours is sales and marketing executive Stella Varchi, who, though she has buckets of enthusiasm for her task, thankfully isn't as eccentric as Willy Wonka.