Italy's Benetton Group brings sustainability initiatives under Green B

Green B represents the sustainable identity of Benetton Group and its people, said the company in a press release. The project, launched on the occasion of World Earth Day, will take on various interpretations as it is used for all Benetton Group touchpoints. Customers will find its symbol in stores, on the digital platforms and on the tags of the garments that reflect the values embodied by the project.

"Green B unites Benetton's different souls. Green is the colour of the logo that has made the brand famous all over the world. B is the initial of the last name of the brand's founders and also refers to the verb 'to be' – because to be sustainable is part of our essence – as well as the bee, a small, industrious and collaborative insect, without which the entire ecosystem would be in crisis," said Massimo Renon, CEO of Benetton Group. "From today, Green B is the ambassador of Benetton’s innately green soul, the symbol of everything that for us is sustainable."

The bee is the project's logo. A graphic reinterpretation of Benetton's iconic knit stitch, it symbolises the contribution of each individual within an organically expanding hive, an accurate representation of the commitment of the company and its people to sustainability.

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

Over the coming years, the Group will distribute more sustainable products, create a supply chain that is ever more respectful of the environment and workers' rights, and increase the efficiency of its headquarters and stores in terms of energy use and waste management, following the example set by the new shop inaugurated in Florence at the beginning of March.

Fibre2Fashion News Desk (KD)