Armani funds regenerative cotton farming in Italy

Armani Group is embarking on a pioneering initiative in the world of textiles: the Italian group will support regenerative cotton cultivation in the Apulia region. The Apulia Regenerative Cotton Project initiative aims to explore an ecologically responsible solution to the growing global demand for cotton and natural textiles.

Armani's partners in this initiative include the UK Fashion Task Force of the Sustainable Markets Initiative, the Circular Bioeconomy Alliance, the European Forest Institute, and the Italian Council for Agricultural Research. Recognition by public authorities for this type of innovative project is on the rise, as the beneficial economic impact for the regions concerned is significant.

For many years, the Armani Group has been experimenting with new production methods in local contexts, strengthening regional economies and enhancing traditional processes. For example, cotton cultivation in southern Italy dates back to the 12th century. The project's ethical charter sets out several guiding principles for cotton cultivation, including minimizing water consumption, reducing carbon footprint, and protecting biodiversity.

A group of scientists will monitor these crops and produce regular reports on production quality, quantity of material produced, and environmental impact. Cotton growing, which covers around 2.5% of the world's agricultural land, is one of the most polluting crops in the world, consuming 25% of the insecticides and 10% of the herbicides used in agriculture, according to the World Health Organization. Faced with this reality, regenerative cotton is a viable alternative. With this in mind, several luxury brands, including the Kering Group in partnership with the American NGO Conservation International, The North Face in collaboration with Boston startup Indigo, and Stella McCartney in association with the Turkish company Söktas, have committed to using this material in the manufacture of their products.

The initiative launched by Armani Group was announced on World Environment Day, June 5. Giorgio Armani described this "test and learn" project as essential for the textile industry, whose impact on the planet is significant.

According to an analysis by British research firm Technavio, the global cotton market is expected to reach a global turnover of $5.59 billion by 2025.