The Ellen MacArthur Foundation and Gucci have joined forces in the name of an increasingly ethical and sustainable economy.
Gucci has joined the Ellen MacArthur Foundation, one of the leading players in the world of the circular economy. Companies wishing to join the foundation must adhere to certain key principles: the circular economy must be central not only to the sales segment, but also to the creation and design segment. Marco Bizzarri, CEO and President of Gucci, is the driving force behind this initiative, as the Kering Group increasingly takes up the challenge of today's environmental issues.
The luxury house is setting an example for other fashion companies to follow, but the aim of this new link with the MacArthur Foundation is much broader: to suggest to customers a slower approach to consumption, to work for fashion that can be regenerated and recycled, for the use of low-polluting materials, with less environmental impact.
According to the figures reported in the Gucci Equilibrium Impact Report for last year, the company reduced its carbon emissions by 45%, managing to use 100% green energy sources in 44 of the 49 countries where the brand is present: certainly a sign of reliability for the MacArthur Foundation, which had already witnessed the fashion house's commitment to ecology last year, when Gucci presented a revolutionary new material, the result of more than two years of research and development in its internal laboratories. The material in question, Demetra, is made from recycled and environmentally friendly materials, can be processed like leather and is completely eco-friendly. The material has already been used in the most recent Gucci collections.
The Ellen MacArthur Foundation was established in the UK in 2010 by the namesake yachtswoman and entrepreneur to engage the public and corporations in building a more ethical and sustainable future. Since its inception, programmes in favour of the circular economy, the protection of biodiversity and the fight against pollution have multiplied: among the most emblematic projects we find "Jeans Redesign" which involves more than 65 brands and manufacturers. All of them have committed to producing jeans where harmful chemicals are no longer involved in the manufacturing process.
In Ellen MacArthur, Gucci has found a great godmother for its new commitments on behalf of the planet.
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