Benetton launches sustainable initiative 'Green B' with panel event in India

By

Isabelle Crossley

Published
Jul 5, 2021

Clothing brand Benetton has launched ‘Green B’, a project to bring together all of the sustainability initiatives of the company's brands, holding a panel event in India to discuss sustainability and fashion.

 
The curated India panel to celebrate Benetton’s new Green B project was hosted by the Industree Foundation’s CEO, Susan Bhaktul, and also featured inputs from influencers, Mira Rajput Kapoor, Chinu Kwatra, and Masoom Minawala, the brand announced in a press release. The panel discussed what sustainability means to them and shared their sustainable living tips. 
 
“Green B unites Benetton's different souls,” said Benetton Group’s CEO Massimo Renon, in a press release.

“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.”
 
As part of the Green B initiative, Benetton will work to distribute more sustainable products, make its supply chain more sustainable and respectful of workers’ rights, increase energy efficiency at its headquarters, and follow the example of its store in Florence, Italy, opened in March this year with more sustainable operations. 
 
“Benetton has always made courageous and forward-thinking choices when it comes to social impact,” said Benetton India’s managing director, Ramprasad Sridharan, in a press release.

“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.”