Brunello Cucinelli presents the first results of his regenerative economy project in the Himalayas to King Charles III

For King Charles III, the quest for authentic sustainability has long been an indispensable commitment, and one that is strongly linked to the fashion industry. His many initiatives, for example, include the Campaign for Wool, launched in 2010 to raise consumer awareness of the sustainability of wool. Ten years later, on the other hand, he was the promoter of the Circular Bioeconomy Alliance, an NGO committed to fostering a circular transition of the economic, production and industrial system, which today involves 60 members including Lvmh and AstraZeneca.

Also in 2020 was the launch of the Sustainable Initiative Market, for whose Fashion Task Force the then Prince Charles chose Federico Marchetti, founder of Ynap, as coordinator. On the occasion of the first conference of the Circular Bioeconomy Alliance, on Thursday 21 November at St James's Palace in London, Marchetti organised a panel to talk about the goals achieved by the companies participating in the Initiative, including Brunello Cucinelli, which two years ago launched the project "Himalayan Regenerative Fashion Living Lab": in north-east India, in Assam, in an area affected by deforestation and impoverishment of the soil and therefore of communities, one million trees were planted, leading to the regeneration of 900 hectares of forest and 100 hectares of agroforest. Riccardo Stefanelli, CEO Brunello Cucinelli, brought the first results of the project to King Charles, also presenting the first two pashmina scarves made from wool produced within the Lab. Stefanelli also stressed that the project in the Himalayas - born from a common vision of Brunello Cucinelli and Federico Marchetti - will continue to see a constant commitment from the Solomeo-based company,

The event was also attended by Giuseppe Marsocci, chief commercial officer - deputy managing director of Giorgio Armani, who, again as part of the Fashion Task Force, has invested in a project that aims to revive the cultivation of cotton in Apulia, once flourishing but now almost completely disappeared.