Third Generation, the project that will receive the mentoring of fourteen

The social initiative developed by the creative agency aims to support women entrepreneurs who have started a business or want to boost an existing one.

Fourteen, the global creative agency of the DDB Group based in Barcelona, ​​has just announced the project that will soon receive the support of «14 Hours»: Third generation. This project, led by Maria Fernanda Jaikel, is based on craftsmanship and slow fashion through the hand-making of crochet garments.

This new entrepreneurial idea has been selected to obtain the mentoring from «14 Hours», the support program for female entrepreneurship launched by Catorce last July in which the agency will offer 14 hours of free professional advice to those professionals who are starting a business or want to give a new impetus or focus to an existing one. The shortlist of finalists, which was announced this week, consisted of 3 projects with a strong ethical purpose and with great growth potential.

«The decision process of the finalists for this first edition of« 14 hours »- as well as the winning project – has been most inspiring, as well as complicated. Inspiring, because there is nothing more enriching than seeing women who assume leadership and decide to bet on an idea in which they firmly believe and that they believe can improve the society in which they live. Complicated, because all of them deserve recognition and a boost to their promising projects, and deciding on only one of them is really a difficult task. It is precisely for this reason that we believe that it is worthwhile to continue working in future editions with which we can thus give our professional support to more women entrepreneurs “, she says Joe Rasmussen, co-creator of the initiative in Catorce.

Third Generation: handmade crochet to fight against female labor exclusion

Third generation, a project selected to receive Catorce’s mentoring, was created by María Fernanda Jaikel Rodríguez, a 25-year-old Costa Rican who has lived in Barcelona for three years. His project is closely related to the return to slow fashion, crafts in fashion, sustainability and support for local and social employment. At the moment, María Fernanda sells online handmade crochet patterns and garments. However, her intention is to grow and start marketing her own brand, with which she will hire women at risk of labor exclusion to work on her project to make handmade crochet garments.

In the words of Sonia Fleury, one of the creators of «14 Hours»: «We fell in love with María Fernanda’s project the moment she presented it to us. His ideals and the heart of his entire business inspired us from the beginning: slow fashion, crafts, and local and social employment. We saw enormous potential in the project and we have no doubt that we wanted to be part of its growth, supporting its creator through what we do best: advice on creativity, business and strategy. We hope that «14 Hours» will give Third Generation the boost it needs to become the ethical brand that María Fernanda dreams of ».

Custom jeans and art within everyone’s reach: the other two finalist projects

Along with Third Generation, two other projects were also on the list of finalists for “14 Hours.” On the one hand, Matcha Jeans. Founded by Laura Pedragosa and Lali Vergés, this project starts from the problem that many women have to find jeans that make them feel good and adapt to their active lifestyle. “Our goal is to revolutionize the denim sector, giving a twist to one of the most iconic garments in history to adapt it to a more modern lifestyle” say its creators, whose idea is none other than to design jeans that adapt to all types of bodies and rhythms of life.

The last of the finalist projects was Hosts, created by Sheila Domingo and Sara Roma. It is a business project that seeks to recover the space of art in everyday life, making it a more accessible product closer to the general public. Thus, the idea and the proposed solution to this problem lies in the development of a mobile App that connects the artist and the user, proposing different types of artistic accommodation (rental, sale and negotiation) that generate a more flexible and flexible art market. interconnected.

“14 Hours” will have future editions that will seek to support more women entrepreneurs through mentoring. The agency Catorce has confirmed that in January 2022 a new edition of this initiative will be launched.

Press release.

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