Gucci is redefining what responsible sourcing looks like in luxury fashion, running a multi year regenerative agriculture program that reaches deep into the supply chain, from the soil of Uruguayan pastures to the wool that eventually makes its way into the House’s collections. The initiative, developed in partnership with Chargeurs Luxury Fibers under the NATIVA™ Regenerative Agriculture Program, is one of the most comprehensive farm to fashion sustainability programs in the luxury sector today.

The Scale of the Program

Launched in 2022 in Uruguay, the NATIVA™ Regenerative Agriculture Program spans 115,000 hectares of pastures, bringing together 17 farms and more than 170 workers, with a total impact on around 250 people. The program focuses on regenerative land management and full traceability, supporting farmers in transitioning to practices that promote healthier soils, greater biodiversity, and more resilient rural communities. The wool produced through this program is gradually being integrated into Gucci’s…