Benetton Group has brought together all its sustainability initiatives under the project Green B. Launched on World Earth Day, the project will be executed across all touchpoints of the Benetton Group. Its symbols will be included in stores, on digital platforms and on the tags of the garments that reflect the values embodied by the project.

The project’s logo is the bee. It is a graphic reinterpretation of the group’s iconic knit stitch and 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.

Over the coming years, the Group plans to distribute more sustainable products, create a more responsible supply chain 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.