Story: UASHMAMA - Sustainable Storage Bags

You could call them bags – but they're a world away from a standard plastic tote. Uashmama makes delightfully soft storage bags that are still sturdy enough for many uses around the house. Not only do they make ideal laundry baskets, magazine holders, kitchen utensil pots, and cosmetic containers, but they can also be a bread basket, fruit bowl or an alternative plant pot for kitchen herbs.

The secret behind the versatile storage bags is their resilient and luxurious material. You can tell by looking at Uashmama bags that they're a premium material. They even feel like leather. And there’s a good reason for that: the company's founder, Marco Marconi, worked in shoe design and has a lot of experience using leather.

“When searching for innovative materials, my father experimented with tissues made of cellulose. These are tear-resistant fibres made of paper, which he strengthened with a plant-based wax, and those experiments were a success,” explains Giulia Marconi. The thirty-nine-year-old is the second oldest of four daughters in the Marconi family. She is now head of Uashmama's marketing department and responsible for their social media.

As it turned out, the material could be treated similarly to leather. Each piece of paper is stretched and hardened to ensure that it can withstand daily use and regular washing.

A key consideration at Uashmama is sustainability. For the Marconi family it's more than just a buzzword, it's a key requirement. “We obtain our raw materials from controlled, sustainable forestry,” says Giulia. “We don't use chrome or any other chemical additives. Our unique treatment process allows us to minimise the use of chemicals in processing the raw materials. And we reuse the water multiple times when the material is coloured,” she explains.

This sustainable approach includes a zero-waste attitude. Material left over from pattern cutting strengthens the seams, up to 85% of the handles is made from recycled t-shirts, and the inner lining is organic, locally produced hand woven cotton. Products are sustainably packed, using only paper and no plastic. On top of that, the Marconi family works exclusively with craftspeople from the region.

That kind of attention to detail pays off – and has thus far resulted in sustainable collections of household and interior design items in a range of attractive colours from cream to anthracite. “Design and aesthetics are very important to us Italians,” says Giulia.

The functionality of the products isn't allowed to suffer, either. “We understand the day-to-day needs of families based on our own experiences. We know what they need – from food storage and lunch bags to backpacks, shopping bags, and wallets,” says Giulia.

The company's brand and product names have deep family ties. Uashmama is a combination of wash and Mumma. AGGO, the name of the washable paper, is an acronym made up of the first initials of several of the children in the family.

The company also employs one of Giulia's sisters, Gemma. Gemma is two years younger and works on the administrative side of the business. Gaia, the oldest, runs a hotel in Tuscany with her husband. Chiara, the youngest daughter, works as a journalist in Florence; she contributes by writing occasional articles about the family business.

The family also develops beauty products using sustainably produced olive oil. The line suits the Uashmama ethos and is rooted in the overall company philosophy.

Giulia's parents still have the last word with important decisions, “At least for now,” she laughs. “But they want us to keep taking on more responsibility.” This vote of confidence makes Giulia feel good about the future.

The Italian family business now has over thirty employees and sees the potential for expansion, particularly in the USA and German-speaking countries.

We ask, what's the best thing about working together? Giulia's response is immediate, “The fact that we work so well together as a family – even if we do lock horns at times.”