King Charles Teams Up with the Armani Group
King Charles's commitment to sustainability is highlighted in a new initiative launched by the Armani Group.
Yesterday, the luxury fashion group announced the Apulia Regenerative Cotton Project, a new project in collaboration with the Sustainable Markets Initiative's Fashion Task Force and the Circular Bioeconomy Alliance, both founded by King Charles when he was the Prince of Wales.
The Apulia Regenerative Cotton Project will "focus on the development of agroforestry-based cotton production," according to Armani. "The objective of this pilot project is to develop an experimental agroforestry regenerative cotton site, among the first of its kind, to test and scientifically assess new ways to implement sustainable cotton production in Italy."
The goal is to produce cotton with a low carbon footprint by using agroforestry, and the first planting took place last May. As the Armani Group notes, "This innovative approach responds to increasing consumer demand for sustainable fashion globally, and at the same time, it ensures traceable and resilient value chains as well as the safety of resources." They explained that Puglia, also called Apulia, has a mild climate which will allow for this experiment. Cotton farming in the region, too, dates back to the 12th century.
Giorgio Armani said with the Apulia Regenerative Cotton Project, his eponymous brand is hoping to drive positive change.
"In fashion, everything begins from the material: all my designs start with the choice of fabric. And it was by experimenting and using non-traditional fabrics that I revolutionized fashion. But the textile industry is one of the sectors with the greatest impact on the planet and that is an issue that cannot be neglected," he said in a statement. "Our commitment with Sustainable Markets Initiative is to drive positive change: it 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."
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