Aspen, July 21st 2025 — Rooted in a legacy of environmental stewardship dating back to 1910, ZEGNA announces the launch of the “Oasi Zegna Global Initiatives" in Aspen, Colorado. Expanding the vision of the Founder Ermenegildo Zegna beyond the Italian Alps, this milestone marks a new chapter in the brand’s century-long commitment to nature, community, and responsible progress.
Founded on the reforestation efforts that gave birth to the 100km² Oasi Zegna nature preserve in Trivero, Italy, this new global initiative is a tangible evolution of the brand’s ethos: a belief that true luxury lies in harmony with nature. Over the years, ZEGNA has brought this ethos to life through meaningful gestures across the globe — from the launch of Born in Oasi Zegna, a visual and emotional tribute to its values, to the donation of flowerbeds in Piazza Duomo in Milan, to the revitalization of public parks in Palm Beach and Boston, and the continuous activation of Villa Zegna as a cultural and visionary epicenter. Even ZEGNA’s fashion shows — often staged within green, immersive environments — have become a stage for the brand’s environmental philosophy to take root and resonate.
The “Oasi Zegna Global Initiatives" is a global commitment to conservation, reforestation and ecological education. Its mission is to regenerate ecosystems, preserve biodiversity, and inspire a deeper connection between people and the natural world.
Aspen, with its strong ecological and cultural resonance, becomes the next natural stop in this journey. In collaboration with public and private partners, ZEGNA supports a series of key interventions, such as: planting or protecting over 500,000 trees globally by 2027 — including 160,000 native trees already replanted this year in Lake Christine in partnership with the U.S. Forest Service, as part of ongoing reforestation and forest protection efforts. Additional initiatives include reducing wildfire risk and supporting biodiversity through prescribed burns and clearing activities with local foundation in collaboration with the Aspen Fire Department, and preserving forest health alongside the City of Aspen. A partnership with ACES encourages public environmental responsibility, while a new forest garden with the Farm Collaborative honors Aspen’s Italian roots. Finally, a mobile planting and education station will bring immersive environmental storytelling to the public throughout the summer.
These partnerships ensure each initiative is not only ecologically sound, but also locally resonant — fostering a model of responsible luxury deeply rooted in place.
“An oasis is a place that vision builds — as my grandfather proved by creating the Oasi Zegna, when he looked out over barren mountains and imagined a future shaped by beauty and purpose," says Gildo Zegna, Chairman and CEO. “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."
ZEGNA’s journey, from the green soul of Trivero to the alpine spirit of Aspen, reaffirms its purpose: to shape a future where luxury is measured not by excess, but by impact — on nature, people, and time.
