United Colors of Benetton Launches Global Sustainability Project--GreenB

The GREEN B project will take on various interpretations as it is used for all Benetton Group touchpoints.


On the occasion of the launch of the GreenB project to raise awareness on the issue of sustainability in the world of fashion and beyond, Benetton curated a panel in India. 

Hosted by Susan Bhaktul- Chief Executive Officer of Industree Foundation, the panel saw interesting conversations with panelists Mira Rajput Kapoor - influencer and style icon along with philanthropist & social activist - Chinu Kwatra and luxury fashion influencer - Masoom Minawala. Each panelist shared how they practice sustainability from their point of view. Continuing its legacy and commitment towards a sustainable world, Benetton Group has launched GREEN B, a project that brings together all the sustainability initiatives of the company's brands. 

From the idea and manufacture of a product to the supply chain, from energy efficiency to attention to the needs of communities; this well-rounded vision formalizes the commitment to the environment and people that constitutes one of the company's constant values. Social responsibility is intrinsic to the 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.

Ramprasad Sridharan, CEO and MD of Benetton India says, “Benetton has always made courageous and forward-thinking choices when it comes to social impact. Through Green B initiative, we continue to promote a collective spirit of positive development and progress, particularly in the areas of sustainable living and green practices. As a brand, we continue our commitment to be more responsible about the decisions we make and how they impact the future, of not just our industry but our planet.”

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

The GREEN B project will take on various interpretations as it is used for all Benetton Group touchpoints. Customers will find this symbol in stores, on the digital platforms and on the tags of the garments that reflect the values embodied by the project. Of course, it will also feature in the Integrated Report, the publication in which the company illustrates how strategy, governance and performance make it possible to create value in the short, medium and long term, while respecting the environment and people.

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