Armani chooses World Environment Day to announce the eco-responsible project “The Apulia Regenerative Cotton Project.”
The project aims to reintroduce cotton cultivation in the Puglia region through an agroforestry system, aimed at establishing a cotton field by experimenting with a regeneration-based cultivation approach in the Puglia region. The project is jointly coordinated by the European Forestry Institute-EFI, the Council for Research in Agriculture and Analysis of Agricultural Economics-CREA, and Pretaterra, an organization that specializes in implementing regeneration initiatives.
“In fashion,” declares Giorgio Armani, “everything starts from the material: my design comes from the choice of fabrics. And it was through experimentation and the use of nontraditional fabrics that I revolutionized fashion. But the textile industry is one of the production activities with the greatest impact on the planet-a problem that cannot be neglected.”
“Our commitment,” he continues, “together with the Sustainable Markets Initiative, is to promote positive change: it is a bold and innovative project that has special meaning for me and my company. Taking an active part in the development of agroforestry regenerative cotton, moreover on Italian soil, is an important step that will also have a real impact on local communities. Regenerative fashion, from being the utopia it was, is finally beginning to take on tangible characters.”
