United Colors of Benetton brings out project ‘GreenB’


Benetton Group has launched project ‘GREEN B’, that brings together all the sustainability programs of the company’s brands continuing its commitment and legacy towards a sustainable world.From the design and manufacture of a product to the supply chain, from energy efficiency to attention to the desires of communities; this vision formalizes the commitment to earth and people that comprises one of the company’s constant values.

Benetton curated a panel in India on the occasion of the launch of the GreenB project and to raise awareness on the problem of sustainability in the world of fashion and beyond. Hosted by Susan Bhaktul, the CEO of Industree Foundation, the panel saw interesting conversations with panelists Mira Rajput Kapoor – influencer and style icon along with luxury fashion influencer – Masoom Minawala and philanthropist & social activist – Chinu Kwatra.

Social responsibility is important to the Benetton Group and has always been said through a way of “doing business” that is based on principles of respect for the people at all levels, environment and on communication campaigns defending human rights.

The group will introduce more sustainable products, create a supply chain that is even more respectful of the environment and increase the efficiency of its head office and stores in terms of waste management and energy use, following the path set by the new shop opened in Florence at the start of March 2021.

All these initiatives have the same flag and symbol, GREEN B, representing the sustainable initiative of Benetton Group and its customers.

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

The GREEN B project will take on various explanations as it is used for all Benetton Group touchpoints. Customers will see this symbol in stores, on the online platforms and on the tags of the garments that reflect the values personified by the project.

It will also feature in the Integrated Report, the publication in which the company demonstrates how strategy, performance and governance make it possible to generate value in the short, medium and long term, while respecting the people and environment.

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