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May 27, 2009updated Feb 07, 2013

Gucci Goes Sustainable with HOME T-shirt

By Pardhasaradhi Gonuguntla

In honor of the upcoming release of Home, an environmental film by photographer-turned-director Yann Arthus-Bertrand, Gucci’s Frida Giannini designed a limited edition t-shirt centered around the idea of sustainability. While incorporating the luxe brand’s trademark GG, the t-shirt’s logo intergrates elements of the film to push the message about the importance of worldwide eco-consciousness.

Home, which will be released multi-platform on June 5th – World Environment Day – documents the current state of the planet through arial images filmed in 54 countries over 217 days. Backed by Gucci’s parent company, PPR, the film’s object is to evoke eco-awareness and action in viewers; therefore, it will be released in 14 different languages in more than 87 countries by cinema, DVD, and the Internet simultaneously.

Gucci’s HOME t-shirt, which hit stores on Monday, will help promote the film – the list of 54 countries is printed on the back – but also donate a portion of the proceeds to, Arthus-Bertrand’s four-year-old non-profit. Giannini, who is Gucci’s creative director, used 100% organic cotton and natural dyes for the shirts. Each shirt comes in a recyclable packaging: a white canvas bag (great for purchases at the farmer’s market) etched with the gold HOME logo.

As Arthus-Bertrand expressed about the release of the film, there are six billion people on earth who can take action to transform earth into something even better. With Gucci’s assistance, the fashionable set will be sporting the gold logo while encouraging social awareness.


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