Armani has chosen World Environment Day to announce the start of the Apulia Regenerative Cotton Project, an initiative aimed at reintroducing cotton cultivation in the region of Puglia, in southern Italy, using an environmentally friendly agroforestry system.

To launch this experimental initiative, the Italian fashion group has partnered with the Sustainable Markets Initiative’s Fashion Task Force and with the Circular Bioeconomy Alliance, two bodies founded by the UK’s King Charles III.