Did you know that cattle ranching in the Brazilian Amazon is responsible for over three-quarters of forest clearing? Impassioned by that revelation, Livia Firth, creator of The Green Carpet Challenge, has joined forces with Gucci and the National Wildlife Federation to design the first ever handbag line crafted solely from sustainable Brazilian Amazon leather.
Pledging to cause zero deforestation and to be fully traceable from source to finished accessory, the bags mark a significant new step in eco-chic certification.
‘This is a breakthrough moment for sustainable style,’ says Firth. ‘Our collaboration with Gucci spotlights this fashion house as a genuine leader [in the] chain of custody that brings real change to the fashion industry.’
‘I believe that today more than ever before customers want to be associated with brands that are thoughtful and responsible,’ says Gucci’s creative director, Frida Giannini. The new mum is fervent in her quest for sustainability and raising awareness on the subject of deforestation. ‘We would like Gucci to not just be synonymous with Made in Italy, but also Made with integrity.’
Using leather from cattle ranches that have achieved Rainforest Alliance certification, each Gucci for the Green Carpet Challenge bag even comes with a passport containing the precise history of the chain of supply, from the birth of the cow to the beautiful end result. The trio of oxblood totes features intricate laced details and cool hanging tassels.
Plus, Gucci is going one further in its eco-mission and is making a donation of €50,000 to the National Wildlife Federation to aid work to promote deforestation-free Brazilian leather.