Brunello Cucinelli and Prince Charles together for the Himalayas

Brunello Cucinelli will finance the next project of the Fashion task force led by Prince Charles, which will help the indigenous communities of the Himalayas.

• Brunello Cucinelli has accepted Prince Charles' invitation to the major fashion players to actively engage in the fight against climate change and has joined the Fashion task force of the broader Sustainable market initiative.
• The latter is a coalition launched in 2020 by the Prince of Wales with the aim of channeling the economic efforts of market leaders from different sectors into ethical and environmental sustainability projects.
• Cucinelli offered financial support to the Himalayan regenerative fashion living lab, a project that aims to help local communities by enhancing knowledge and traditions linked to the processing of wool, cotton and silk.

If it is true that the personal behaviors of individuals have a weight, it is equally true that when the world's big names get involved for the health of the Planet, this has a non-negligible impact.The latest green partnership in the fashion world, in chronological order, is the one featuring protagonists Brunello Cucinelli and His Royal Highness the Prince of Wales.THE'Umbrian entrepreneur has in fact joined the Fashion task force of the larger project Sustainable market initiative, launched by Carlo in 2020.

Sustainable market initiative, what is it?

Let's take a step back and go back to 2020 when, during the annual meeting of World economic forum held in 2020 in Davos, Switzerland, on Prince Charles announced the concrete outcome of its decades-long commitment in the fight against climate changes and the loss of biodiversity:the establishment of the Sustainable market initiative, an organization whose objective is to coordinate the global effort of the private sector to accelerate the transition towards a sustainable future.

The basic assumption is that in markets that can be said to be sustainable, the economy works for the benefit of people and the planet while at the same time contributing to the growth and economic prosperity of a country.The actions to be taken to achieve such a result would essentially be three: activate a radical change in company strategies and operations, reform the global financial system and create a favorable environment to attract investments and incentivize sustainability-oriented actions.

Date X for achieving these goals is 2030, a crucial year also with regards to the commitments made by the European Union with the Strategy for sustainable and circular textiles.The roadmap for companies to move towards sustainable markets is set by a document called Earth paper.Through this document, which is inspired by the Magna Carta of 1215, the Prince of Wales makes an urgent appeal to private sector leaders around the world to join this effort through concrete actions such as creating a Natural capital investors alliance which, presented during the One planet summit in Paris, aims to collect ten billion dollars by 2022.

“The Earth paper offers the basis of a recovery plan that sets nature, people and planet at the heart of global value creation, which will harness the precious and irreplaceable power of nature combined with transformative innovation and private sector resources,” explained the Prince of Wales when introducing the initiative.

Brunello Cucinelli's commitment to the Himalayas

The foundation of all these charters and initiatives is that private individuals, and in particular large players in crucial sectors such as textiles, lead the change. Brunello Cucinelli, who has always had sustainability as a key principle of his company even before communicating it, therefore joined the Fashion task force chaired by Federico Marchetti – the Italian entrepreneur who founded the Yoox net-a-porter group – which aims to produce positive effects on the climate and nature and which is working in particular to encourage the development of regenerative agriculture, guaranteeing its economic support for projects such asHimalayan regenerative fashion living lab, the second supported by the task force after the digital passport launched last year at the G20 in Rome.

The project, which will last two years and will take advantage of the association in the field Reforest action and of Circular bioeconomy alliance, has as its primary objective that of creating value chains by intervening on local communities in some areas of the Himalayas, restoring degraded landscapes and recovering traditional craftsmanship and textile skills in order to improve the local cashmere, cotton and silk economies.In fact, the fight against the loss of biodiversity also involves a fair distribution of resources and their correct exploitation.

“We are honored to be able to participate in such a noble initiative and for this reason we would like to express our deepest gratitude to His Royal Highness the Prince of Wales, a polite and classy man who, together with his friend Federico Marchetti, was able to conceive the beautiful, fascinating idea of ​​bringing together some global fashion brands to try to improve our planet", commented Brunello Cucinelli who financed the project with one million euros.

“Our mother Earth welcomed and nourished us, allowed us to enjoy her wonderful resources and our responsibility towards protecting her as fully and accurately as possible is great.I have always been fascinated by the East, by these areas of the world and by the people who live where the landscape is so enchanting and the sky so close to men.It is with sincere enthusiasm that we agreed to participate in a project of the highest humanity, so that different populations can continue to live in the places of their ancient life in harmony with nature.As with us, I am convinced that landscape, economy, craftsmanship and traditions are part of a whole, which the Himalayan regenerative fashion living lab project ingeniously conceives as a holistic whole".

The road towards 2030 is still long and bumpy, but when the big names in fashion, industry or the most influential political personalities on the planet take the field in favor of the environment, the hope is that there will be a acceleration in adopting good practices especially on a global scale.If Brunello Cucinelli and Prince Charles put their minds to it, and the capital, it is possible that they will soon be followed closely by other entrepreneurs.