The new
Green Humanism

Green forever, in name and practice. But also ground-breaking in the concept of the waste process. It was 1993 when Luciano Benetton was the star of a provocative campaign to launch the Clothing redistribution project, in collaboration with Caritas and the Red Cross. “Sustainability, attention to waste, ethics and social respect are parts of Benetton’s DNA”, reminds us Benetton Group CEO Massimo Renon, interviewed by Pianeta 2021, the monthly insert of Corriere della Sera dedicated to the future of the Planet and the environment.

A look at the past, but above all the commitment to the future. Renon illustrates the new sustainability Manifesto“La moda non è tutto” (“Fashion is not everything”), recently adopted by the company. The synthesis of sustainable projects already underway and the goals achieved regarding the quality of materials, recognized internationally.

The new chapter of our green history starts in Florence, the cradle of the Italian Renaissance, where we recently inaugurated the first 100% sustainable store. The new green store opening is already fixed in the 2021 agenda: it will be in Milan, the Italian capital of fashion.

Finally, Renon talks about the new collaboration with Ghali: “the first in a series of partnerships with icons of the younger generation: the rapper, a symbol of multiculturalism and integration, will sign off on a capsule collection created alongside our style and sustainability departments. The goal? Raise awareness among the new generations so that they increasingly make these values their own. Theirs, and for our future.