FashionSustainable stories

United Colors of Benetton launches global sustainability project ‘GreenB

Carrying forward its legacy and commitment towards sustainability, Benetton 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 formalises the company’s commitment to the environment and people that constitutes one of Benetton Group’s constant values.

The launch of the Green B project was commemorated in India by special virtual panel discussion with opinion makers from varied walks. To raise awareness on the issue of sustainability in the world of fashion and beyond. Hosted by Susan Bhaktulthe CEO of Industree Foundation, the panel witnessed interesting conversations. And experiences shared by panelists Mira Rajput Kapoor – a celebrity influencer and style iconChinu Kwatra – a philanthropist and social activist and Masoom Minawala – a luxury fashion influencer.

United Colors of Benetton launches global sustainability project 'GreenB


Each panelist shared how they practice sustainability from their point of view. For instance, for Mira Rajput it’s all about taking small steps towards sustainability in her daily chores. And imparting the same to her children, for Chinu on the other hand, it’s about being able to help people and doing impactful work. Masoom is all about walking the talk by being an advocate of shopping from your own closet. And stylishly reusing your existing clothes. For Susan and Industree foundation, focusing on increasing economic opportunities for women through sustainable use of natural resources is the answer.

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.

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 2021.

All these initiatives have a flag and a symbol – GREEN B, representing the sustainable identity of Benetton Group and its people.

United Colors of Benetton launches global sustainability project 'GreenB

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,” explains 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.”

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.

About Benetton Group and United Colors of Benetton:

Benetton Group is one of the best-known fashion companies in the world. Present in the most important markets with a network of over 4,400 stores and workforce of over 7000 employees. A responsible group that plans for the future and lives in the present. With a watchful eye to the environment (sourcing 58% sustainable cotton), to human dignity, and to a society in transformation. The Group has a consolidated identity comprised of colour, authentic fashion, quality at democratic prices and passion for its work. These values are reflected in the strong, dynamic personalities of the United Colors of Benetton and Sisley brands. 

United Colors of Benetton’s commitment to women empowerment has always been a central feature of the brand that. Through its communications campaigns and collaborations with leading non-profit organizations, makes the public reflect on women empowerment of universal relevance.

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