PARIS — Kering and the Savory Institute have joined forces to apply the nonprofit’s “Land to Market” system for sourcing to the fashion industry.
Noting the industry’s part in damaging ecosystems, the luxury giant said the idea is to promote agriculture practices meant to reverse environmental damage. So-called regenerative raw materials are key to building a circular economy for the industry, and their use could be a potential game changer, the company said in a joint statement with the organization.
“Regenerative agriculture is a multibenefit solution which supports Kering’s sustainability ambitions to mitigate our environmental impacts and deliver positive outcomes along our supply chain,” said the group’s chief sustainability officer, Marie-Claire Daveu, who also heads the group’s international institutional affairs.
The company will become a “frontier founder” or partner to the Boulder-based group, and the two will work together to draw up a network of farms to supply raw materials to Kering.
Fashion companies are under increasing pressure to improve their records amidst growing consumer concern about environmental issues. Kering has positioned itself as a trailblazer on such matters in the corporate world, publishing an environmental profit and loss account for the sneaker business Puma as early as 2011, for example.
Calling the deal announced Thursday an important step forward for fashion, Daniela Ibarra-Howell, Savory Institute’s chief executive officer said the organization commended the luxury company for “having the foresight to build an approach to sourcing that is rooted in regenerative outcomes.”