Gucci wins the Ellen MacArthur Foundation Award for Circular Economy

September 25, 2023

3 Min Read
circular economy 2 MR1540.jpg
Nicola Laurino / Alamy Stock Photo

Gucci won the accolade for its efforts to create quality garments fit for a circular
economy and continued commitment to using materials grown in a way which
supports the natural environment.

The brand’s 'Denim project’ set a high bar for incorporating regeneratively-grown
cotton in its denim collections in partnership with Regenagri®-certified Algosur farm in
Spain, combined with post-consumer recycled fibres collected and re-spun in Italy.
Available in 2024, the items in the project will also include a digital product passport
tracing the journey from raw materials to manufacturing and production, as well as
providing information about product care and repair services.

The Ellen MacArthur Foundation Award for Circular Economy recognises leaders in
the fashion industry embracing circular economy principles in their work and taking
steps to tackle climate change, biodiversity loss, waste, and pollution.

Finalists for the Award – Chloé and ACS Clothing – were also recognised for making
significant progress towards a circular economy for fashion.

Andrew Morlet, CEO of the Ellen MacArthur Foundation, said: “In the world of
fashion, our vision of a circular economy is one where products are used more, are
made to be made again, and are produced from safe and recycled or renewable

“We’re delighted to see top players in the global fashion industry – winner Gucci and
finalists Chloé and ACS Clothing – embrace these circular economy principles in
their products and through redesigning entire business models.

“Transforming the fashion system won’t happen overnight. But collaboration across
the industry from the design of future products to the processes, services, supply
chains and business models that will deliver them and keep them in use, gives us
hope that a circular economy for fashion can become the norm.”

The annual CNMI Sustainable Fashion Awards took place in Milan, Italy, on 24
September, awarding brands and organisations for their commitment to sustainable

Gucci has implemented a series of processes allowing its garments to be used more,
remade, and recycled, eliminating waste and pollution by design.

This builds on its long-term commitment to invest in regenerative agriculture and
nature-based solutions, having last year won the Camera Nazionale della Moda
Italiana (CNMI) Climate Action Award for a collaboration with a regenerative sheep
farm in Uruguay to source wool for its collections.

“We are proud to receive the Ellen MacArthur Foundation Award for Circular
Economy in recognition of Gucci’s efforts to embed circularity across our business
model at this year’s CNMI Sustainable Fashion Awards,” said Jean-François Palus,
Gucci’s CEO.

“Building scalable collaborations is a vital part of Gucci’s strategy and the ‘Denim
project’ is an example of combining the many strengths of the House’s supply chain
partners and leveraging innovative tech to enhance circular economy principles.”
Finalist Chloé, a participant of The Jeans Redesign project run by the Foundation,
demonstrated how it was possible to implement changes on a major scale, making
90% of its jeans portfolio circular in design, using durable, traceable, safe and
recycled materials in the garments.

ACS Clothing, which is helping to drive an industry-wide shift by making it easier for
brands and retailers to embrace circular business models, was shortlisted for its
efforts to keep clothing in use. It offers a range of services to its partners including
rental, repair, resale and fulfilment to make garments last longer.
The full list of award-winners and finalists can be found here. For further information,
please visit

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