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Italy / India – United Colors of Benetton launches global sustainability project “GreenB”

Gurgaon
July, 2021

The Benetton Group has launched a new initiative called GREEN B Project that will bring together all the sustainability initiatives of the company’s brands. From the idea and manufacture of a product to the supply chain, from energy efficiency to attention to the needs of communities; this well-rounded vision formalizes the commitment to the environment and people that constitutes one of the company’s constant values. On the occasion of the launch of the GreenB project and to raise awareness on the issue of sustainability in the world of fashion and beyond, Benetton curated a panel in India. Hosted by Susan BhaktulChief Executive Officer of Industree Foundation, the panel saw interesting conversations with panelists Mira Rajput Kapoor – influencer and style icon along with philanthropist & social activist – Chinu Kwatra and luxury fashion influencer – Masoom Minawala. Each panelist shared how they practice sustainability from their point of view. For instance, for Mira Rajput it’s all about taking small steps towards sustainability in her daily chores and imparting the same to her children, for Chinu on the other hand, it’s about being able to help people and doing impactful work. Masoom is all about walking the talk by being an advocate of shopping from your own closet and stylishly reusing your existing clothes. For Susan and Industree foundation, focusing on increasing economic opportunities for women through sustainable use of natural resources is the answer.

Over the coming years, the Group will distribute more sustainable products, create a supply chain that is ever more respectful of the environment and workers’ rights, and increase the efficiency of its headquarters and stores in terms of energy use and waste management, following the example set by the new shop inaugurated in Florence at the beginning of March 2021.

All these initiatives have a flag and a symbol – GREEN B, representing the sustainable identity of Benetton Group and its people.

GREEN B unites Benetton’s different souls. Green is the colour of the logo that has made the brand famous all over the world. B is the initial of the last name of the brand’s founders and also refers to the verb ‘to be’ – because to be sustainable is part of our essence – as well as the bee, a small, industrious and collaborative insect, without which the entire ecosystem would be in crisis,” explains Massimo Renon, CEO of Benetton Group. “From today, GREEN B is the ambassador of Benetton’s innately green soul, the symbol of everything that for us is sustainable.”

Ramprasad Sridharan, CEO and MD of Benetton India said, “ Through Green B initiative, we continue to promote a collective spirit of positive development and progress, particularly in the areas of sustainable living and green practices. As a brand, we continue our commitment to be more responsible about the decisions we make and how they impact the future, of not just our industry but our planet.”

The bee is also the project’s logo; a graphic reinterpretation of Benetton’s iconic knit stitch, it symbolizes the contribution of each individual within an organically expanding hive, an accurate representation of the commitment of the company and its people to sustainability.

The GREEN B project will take on various interpretations as it is used for all Benetton Group touchpoints. Customers will find this symbol in stores, on the digital platforms and on the tags of the garments that reflect the values embodied by the project. Of course, it will also feature in the Integrated Report, the publication in which the company illustrates how strategy, governance and performance make it possible to create value in the short, medium and long term, while respecting the environment and people. 

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