Kean Etro Continues to Fight for a More Sustainable World

MILAN — Twenty years before environmental sustainability became a subject seriously taken into consideration by the international fashion system, Kean Etro in 2001 started talking about being green and responsible through his collections and creative shows. For example, in 2001, he brought the men’s fashion crowd to an Esselunga supermarket in Milan where he presented his S-upper Market dello stile fall 2001 Etro men’s collection including biological fabrics with a reduced environmental impact. Among others activities, he also took part to the “Reigning Men: Fashion in Menswear 1715-2015” exhibition at the LACMA in 2015, where he presented a selection of pieces where fur was printed on fabrics highlighting the importance of eliminating animals from the fashion production chain. A strenuous supporter of locally sourced products and of the cradle-to-cradle circular economy upcycling process, Etro continues to support the environmental cause by including eco-friendly items in his lineups. “Even if I consider our whole production sustainable since we manufacture everything in Italy, the percentage of items included in the men’s collections, which are made with alternative, certified sustainable materials is about 5 percent,” said Etro, who in 2001 started identifying these pieces with the Benetroessere label. “Currently, the quantities, which can be produced with

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