Where natural dyes flow through the city

Inspired by a blend of introspection and street culture, URBAN FLORA explores the intersection of nature and the urban environment. It reflects a new form of sophistication, one that merges botanical expression with the raw, vibrant energy of the city.

At the heart of the collection is Wake, Tonello’s exclusive dyeing technology and the first of its kind to rely entirely on plants and vegetable waste. Peels, husks, berries and flowers are carefully dried, infused, and applied to garments, without the use of chemical additives. This process not only ensures safety for people and the environment but also celebrates the natural origins of color.

Expanding its chromatic landscape, the collection also incorporates coloring earths: mineral pigments historically used in medieval frescoes and Renaissance masterpieces. These elements, reimagined through a modern, urban lens, lend depth and richness to the collection’s visual language, bridging history with contemporary design.

In URBAN FLORA, Wake takes on a new character. While retaining its botanical origins, it now expresses a richer, more grounded palette: colors shaped by the city’s raw surfaces, shifting light, and subtle imperfections.

This vision is further enhanced through a special collaboration with Cone Denim, featuring a curated selection of ten fabrics chosen to elevate the values of the collection. The lineup includes 100% cotton, cotton/TENCEL™ and TENCEL™ Modal blends, recycled PIW cotton, and a range of ecru bases, all presented in their raw, natural state to emphasize material integrity. The inclusion of the Pride Rainbow Selvage adds a meaningful layer, celebrating both aesthetic and ethical values.

Visitors can experience URBAN FLORA at Kingpins New York and discover how Tonello continues to redefine the boundaries of sustainable innovation, where technology, creativity, and responsibility come together in harmony.