Transforming fashion for a nature-positive impact: Gucci

This case study was published as part of the report Building Prosperity: Unlocking the Potential of a Nature-Positive, Circular Economy for Europe. Explore the full report to delve into all focus areas, strategies, and key recommendations, or browse the entire case study collection to see these strategies in action.

Organisation: Gucci

Luxury fashion brand Gucci has focused on embedding circular economy principles from the design stage and raw material sourcing, including investing in regenerative agriculture, to manufacturing and new business models to extend the life of its products and materials. A series of commitments underpin Gucci’s progress, such as operationalising its parent company Kering’s science-based target to align with a 1.5°C pathway. For example, the use of 100% renewable energy in its direct operations has resulted in a reduction of over 60,000 tonnes of CO2 in 2022. Having achieved 99% traceability of its raw materials in 2023, Gucci is also working with farmers to scale up regenerative agriculture across tens of thousands of hectares of land, reviving local supply chains for silk, cotton, and wool, while regenerating nature and capturing carbon. The fashion house has invested in regenerative agriculture since 2020 and has been supporting farmers, for example, in Uruguay through the NATIVATM Regenerative Agriculture Program in collaboration with Chargeurs Luxury Fibers to provide 50 tonnes of regenerative wool annually, with the potential to replace 19% of the conventional wool in its collections.

Embedding circular principles across the value chain

Gucci has been transforming its value chain, intending to design out waste and pollution while enhancing durability, reuse, recycling, and second life. Gucci’s emotional durability is complemented by product testing to ensure physical durability, and product care and repair services are provided by expert artisans through global care centres. This approach helps reduce the impacts on biodiversity associated with resource extraction, production processes, and disposal. Gucci also focuses on minimising the use of virgin natural resources by favouring recycled materials and leveraging upcycling programmes. For example, ‘Gucci-Up’ is a programme for recovering and upcycling leftover and deadstock fabric and leather from manufacturing. Between 2018 and 2023, 1,148 tonnes of leather manufacturing leftovers, 1,537 tonnes of leftover textiles, and 331 tonnes of metal scraps were recovered. Materials not reused in their supply chain are either returned to the marketplace or donated to NGOs and social cooperatives in Italy.

Changing practices through innovation

In February 2023, Gucci launched the Circular Hub for innovation. Starting from raw materials and design, through to production optimisation and logistics, the Circular Hub is an open innovation platform for the design and manufacturing of circular products and the scouting of new solutions. For example, Gucci’s ‘Denim Project’ was conceived at the Circular Hub in collaboration with their supply partners in line with the company’s circular design guidelines. The project combines 74% regeneratively grown cotton fibres, sourced from the Regenagri?- certified Algosur farm in Spain, with 26% post-consumer recycled (PCR) fibres collected and re-spun in Italy. The resulting denim garments better withstand material blending with PCR cotton, while enhancing durability and ensuring end-of-life recyclability. Gucci’s first products developed under the ‘Denim Project’ will be available in 2024 and will include a digital product passport to ensure traceability, enabling customers to learn about the product’s material origins and production journey as well as access information about care and repair services.