“…ZEGNA elevates its longstanding commitment to responsible luxury with the official launch of the Oasi Zegna Global Initiatives in Aspen, Colorado, United States. The milestone marks a new chapter in the brand’s enduring mission to preserve the environment and foster global sustainability…”
The new initiative builds upon the legacy of the Oasi Zegna nature reserve, a 100-square-kilometre area in Trivero, Italy, first conceived in the 1920s through the reforestation efforts of brand founder Ermenegildo Zegna. Today, under the stewardship of the third and fourth generations of the Zegna family, the project has expanded into a global movement, aiming to restore ecosystems, safeguard biodiversity, and inspire greater ecological awareness across communities.
Aspen, with its deep ecological and cultural significance, becomes the next natural destination for the Oasi Zegna journey. In collaboration with public and private partners, ZEGNA has committed to planting over 500,000 trees worldwide by 2027, with 160,000 local trees already planted this year around Christine Lake, in partnership with the United States Forest Service.
Beyond pioneering global reforestation, the initiative continues to prioritise wildfire risk reduction through controlled burns, strategic land clearing, and partnerships with local foundations, the Aspen Fire Department, and municipal agencies to restore and preserve forest health.
ZEGNA’s collaboration with ACES (Aspen Centre for Environmental Studies) furthers its dedication to environmental education and public responsibility. Meanwhile, a newly developed forest garden in partnership with Farm Collaborative pays tribute to Aspen’s Italian heritage, while a mobile tree-planting station will engage the community with hands-on environmental storytelling throughout the summer.
Given the brand’s consistent reverence for nature, it’s no surprise that ZEGNA’s fashion shows in recent years have unfolded within immersive natural landscapes, from the Italian Alps to verdant urban parks around the world. These choices reflect a brand philosophy that sees true luxury as living in harmony with nature.
“Today, that same vision continues in Aspen and beyond. With the Oasi Zegna Global Initiatives, we reaffirm our enduring belief that nature, culture and community must evolve together. This is not just about preservation — it’s about creating new spaces for connection and growth.”
Gildo Zegna, Chairman and CEO
