Fiorucci levels up with sustainability pledge

Not many people know that the famous Italian brand was born in the 60s, given its prominence in the 90s straddling music, art and fashion – even having a short film name after it “Fiorucci made me Hardcore”.

Madonna’s brother worked in its first NY store. Alongside Kappa, Stone Island and Ellesse, it rose to icon status with the double angel logo and stretch denim, part of every raver’s wardrobe. It was the first brand to licence a range of sunglasses and the first to invent skinny jeans.

Back in 2017, the brand was relaunched in London with a new store on Brewer Street carrying the classic edgy denim and streetwear, a place to see and be seen with experiences, customisations and VIP areas. With fans Hailey Bieber, Gigi Hadid and Poppy Delevingne the brand thrilled a whole new generation. Fast forward to today and Fiorucci is going one step further – to bolster its environmental credentials in an increasingly fast-fashion world. The brand is making more responsible choices to minimise social and environmental impacts. This includes manufacturing jersey styles from 100% organic cotton grown responsibly without genetically modified seeds and working towards eliminating polyester, vinyl and plastic bags.

Fiorucci is improving visibility throughout their supply chains to enable a transparent carbon footprint. Fiorucci promises to be open and honest with you as they go on this journey of change for the better.

For more information visit: www.fiorucci.com

Address: 39 Brewer Street, Soho, W1F 9UD

Written by Claire Selby

Photography courtesy of Fiorucci

#Fiorucci #soho