ZEGNA launches global environmental initiative in Aspen
Italian luxury menswear house ZEGNA has unveiled the Oasi Zegna Global Initiatives in Aspen, Colorado, marking a bold new chapter in the brand’s century-long commitment to environmental conservation. The initiative is inspired by the original Oasi Zegna nature preserve in Trivero, Italy, where founder Ermenegildo Zegna began reforesting the Piedmont Alps in the 1920s.
Rooted in the belief that “true luxury lies in harmony with nature,” the Aspen launch brings ZEGNA’s vision of responsible luxury to a global scale. The new initiative encompasses a series of impactful environmental efforts, including the planting and protection of more than 500,000 trees worldwide by 2027, with 160,000 trees already planted this year at Lake Christine in partnership with the U.S. Forest Service.
These actions are part of a broader environmental strategy designed to tackle wildfire risk, support biodiversity, and promote forest health, in cooperation with the Aspen Fire Department and the City of Aspen. The effort reflects ZEGNA’s deepening resolve to build bridges between nature, culture, and community.
In addition to on-the-ground conservation work, the initiative also features public engagement programming. A collaboration with the Aspen Center for Environmental Studies will offer ecological education opportunities, while a newly created forest garden—developed with The Farm Collaborative—pays tribute to Aspen’s Italian heritage. A mobile education station will travel across the region this summer, sharing environmental stories and fostering community involvement.
The project continues ZEGNA’s tradition of responsible luxury, characterized by traceable sourcing, regenerative practices, and long-term ecological care. Under the guidance of the Zegna family’s third and fourth generations, the brand has extended its influence far beyond fashion—emerging as a leader in merging luxury with environmental purpose.
