Armani follows regenerative cotton path in Puglia
Luxury group Armani, headquartered in Milan, has announced plans to pilot an agroforestry-based regenerative cotton site to explore “new ways to implement sustainable cotton production in Italy”.
The programme, called the Apulia Regenerative Cotton Project, is a collaborative effort, supported by the Sustainable Markets Initiative’s Fashion Task Force and the Circular Bioeconomy Alliance, both founded by the UK’s King Charles III while Prince of Wales. It is being jointly ran by the European Forest Institute, the Council for Agricultural Research and Economics of Italy and Brazilian regenerative agroforestry specialists Pretaterra.
Their objective is to test and hone a traceable and resilient cotton value chain locally in Puglia, also known as Apulia in English, where farmers reportedly grew cotton as early as the twelfth century. The primary focus will be on improving landscape diversity, soil fertility and saving water through implementing regenerative practices.
Beginning with one hectare of land, on which work commenced in May, the project’s initial crops are expected to be cultivated from next year. Eventually, the total farm area will extend across five hectares, the partners said.
Group founder, Giorgio Armani, commented: “It was by experimenting and using non-traditional fabrics that I revolutionised fashion. [This] is a bold and innovative project and one that is particularly meaningful for me and my company. Actively participating in the development of agroforestry regenerative cotton, especially on Italian soil, is an important step and will also have a real impact on local communities.
“Once a utopia, regenerative fashion finally begins to assume a tangible form.”
