Inside Gucci’s Regenerative Farming Initiative That is Reshaping Sustainability From the Soil Up

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 collections, creating a direct, traceable link between the land and the finished product.

Empowering Women in Rural Communities Beyond environmental impact, Gucci has embedded a social dimension into the program through the NATIVA™ Regenerative Agriculture Social Program…