Benetton, garments are ecological if they are long-lasting

Benetton, garments are ecological if they are long-lasting

Massimo Renon, CEO of Benetton, after the Rana Plaza tragedy Benetton was among the first to invest in sustainability and traceability, what are you doing to raise the bar even more?
"The collapse of Rana Plaza has opened everyone's eyes, so in addition to investing in processes and fabrics, we verify the safety of jobs and ensure that our suppliers ensure their employees better wages. Benetton has set up a committee of sustainability, which reports to the Board, and is the body responsible for monitoring all certifications. We have strict compliance, and a team of people who visit and verify that our plants and those of our suppliers meet certain requirements. Send our people carrying out a thorough due diligence is a cost, which we are happy to bear to avoid a repetition of the tragedies of the past, and as proof of our commitment to climate change".

What goals have you set yourself on emissions?
"In January, we obtained approval of our decarbonisation targets from the Science Based Targets initiative, a global program sponsored by the United Nations, and one of the most authoritative on sustainability. By 2030, we will reduce our Scope1 and Scope2 emissions by 50%, to to do this, our company fleet will migrate entirely to hybrid or electric, we will procure ourselves from renewable sources and we will make important investments in stores, logistics and in our production sites".

What can you tell me about materials and waste recovery?
"Already today, 22% of our collections are made with less impactful materials, the goal is to increase their use above 50%. But we have also invested in production processes, such as Wasatex, 60% of the wastewater is recycled to minimize waste".

How did you implement the concept of sustainability in the shops?
"The best example is our Florence flagship, inaugurated after Covid in a city that is also a symbol of the Renaissance. From the stone of the floor to the material of the tables, 100% of the shop was made with recycled materials. An investment that it has also given us a positive return by attracting a younger audience, because Benetton is a company that has rejuvenated itself and shed its skin in the last three years".

What is the secret of Benetton's rebirth?
"The greatest success factor is having a shareholder who is in love and passionate, which allows us to have the right drive towards the result, always looking at a long-term perspective. For Benetton, its values, its commitment and its DNA they have always been a factor of inspiration and success, even in years in which fashion did not have social campaigns and awareness of inclusion and diversity as its objective".

What is the new message of your campaigns?
"Those who make fashion also send a social message, our philosophy is to buy less, buy better. The heart of Benetton is a basic product made of wool, linen, cotton, velvet, denim. Focusing on quality, of garments that do not deform and they do not lose colour, we are not afraid of losing turnover. A product is sustainable when it is long-lasting. Looking at the projections of fast fashion to 2040, I believe that legislation will have to intervene to limit the consumption of materials and products that have a high environmental impact" .



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