Thursday, June 10, 2010
Delivering on the brand's promise last November to reduce paper use and its carbon footprint, Gucci says its signature luxury packaging now conforms to FSC Certified paper standards and is 100% recyclable.
It's the latest luxury brand to make good on a Rainforest Action Network-backed pledge to reduce paper in packaging, a commitment that has already signed up Valentino, Versace and Prada.
Gucci Group now joins those ranks, with a commitment that also extends to its Yves Saint Laurent, Alexander McQueen, Stella McCartney and Balenciaga brands.
It’s a major change for Gucci. Bags, boxes, and tissue paper will no longer contain plastic laminate; ribbon and garment bags will change from polyester to cotton; and bags will be labeled: "This shopping bag is FSC certified and made of 100% recyclable material."
That’s not all: gift boxes will now be given only upon request; and shoes will be combined in one flannel, not two. But perhaps most startling, all Gucci mannequins will be replaced with eco-friendly, shockproof polystyrene versions, 100% recyclable raw material, made in Italy and completed with water-based paints.
François-Henri Pinault, Chairman and CEO, PPR, Gucci’s owner, stated: “If we wait for customers to make sustainable development a condition for purchasing, then nothing will happen. It's as if green products were somehow not normal. They are normal, it is the other products that are not normal. It's up to us to work out how to make green products the new normal.”
Gucci has set energy-saving goals in its stores to reduce by year’s end: 35 tons of plastic waste; 1,400 tons of paper consumption; 10,000 tons of Co2 emissions; and 4 million liters of gas oil consumption.
Mimma Viglezio, Gucci Group EVP of communications, commented, "We hope our actions will also raise awareness inside the fashion industry that it's possible for our industry to make a difference for rainforests and for the climate."
Another trend-setting brand steps up. Go Gucci. Go green.