Armani introduces organic cotton production in Italy

Italian luxury brand Armani has announced the beginning of testing organic cotton production.

Italian luxury brand Armani has announced the beginning of testing organic cotton production. The project is implemented as part of an initiative for sustainable development on the plantations in the Puglia region in the country’s south.

According to the company’s press service, organic cotton production began in May 2023 in one hectare. The project will be expanded to five hectares in the future.

“Within five years, this farm will be one of the first field experiments in Europe to test cotton agroforestry using alternative tree species and regenerative methods,” Armani said. Agroforestry is a land-use system in which trees are planted in and around croplands and pastures.

Armani’s partner in the project is the Sustainable Markets Initiative’s Fashion Task Force and the Circular Bioeconomy Alliance, founded by Britain’s King Charles in his former role as the Prince of Wales.

Global brands have been increasingly investing in sustainability technologies in recent years. Earlier, it was reported that Armani, Gucci, Karing, and other fashion giants have pledged to increase their efforts to reduce greenhouse gas emissions.