In the past years, sustainability has quickly evolved from a trend to a life philosophy. Nowadays, consumers want to know what their favourite brands are doing to tackle global warming. Sustainable practices and transparency are crucial factors in their buying decisions and luxury fashion is not an exception.
Allu’s business model is focused on reuse, a sustainable practice that plays a critical role in the transition to a circular economy. By selling pre-loved luxury goods, Allu helps to extend the life cycle of these items. Practices like this make sustainable luxury a reality.
In this article, we are going to explore the sustainability practices of other luxury top brands like Rolex, Chanel, Tiffany&Co. and Audemars Piguet.
The legendary watchmakers have always been committed to support and promote exploration and discovery. Their watches are famous for joining adventurers like Jacques Cousteau or Sid Edmund Hillary. Honouring this tradition, Rolex created the “Rolex Awards for Enterprise”. This award has been supporting individuals that improve life on the planet and propose solutions to major challenges for more than 40 years. Some of their environmental projects include protecting endangered species like penguins and the restoration of Brazil’s Atlantic Forest.
The French fashion house’s commitment to sustainability started in 2018 when they banned fur and exotic skins from their products. This bold statement was just the tip of the iceberg. Chanel has been investing and funding companies that are working to find sustainable alternatives like Sulapac, ever since. This Finnish company creates bio-degradable and micro-plastic free materials.
The mission statement that they released in 2020 is also aligned with the Paris Agreements of 2015 and committed to reducing the global temperature by 1.5 degrees. They plan to reduce their carbon footprint by half and shift to 100% renewable energies by 2030.
Tiffany&Co. was one of the first jewellery brands to commit to responsible mining. They have been working for over 25 years to ensure that all their diamonds are mined from countries without human rights infringements. The Tiffany&Co. Foundation has also been funding organizations that protect the natural world and empower communities for over 20 years, awarding over USD $85 million in grants in the process.
They have also set very ambitious sustainability goals to reach by 2025 like achieving Net-zero greenhouse gas emissions and becoming the most inclusive luxury brand in the world.
The luxury Swiss watchmakers also have a great tradition regarding sustainability. The Audemars Piguet Foundation has been operating since 1992 and is committed to worldwide forest conservation through environmental protection and youth awareness-raising endeavours. Some of their projects include a reforestation and ecotourism initiative in Madagascar and supporting the “One Drop” initiative in El Salvador. The Audemars Piguet Foundation has contributed to this project by planting twelve thousand trees, building 200 economically efficient wood-fuelled cooking stoves, and delivered training to 500 young people through educational workshops.
They also operate the only industrial building in Switzerland to attain the Minergie-eco status. The watch house also has the exclusive use of certified hydraulic electricity.
These are just a few examples of how luxury brands are getting involved with sustainability. We hope that the green initiatives of these traditional companies are a huge inspiration, not only for the luxury sector but for businesses all over the world.
In our case, sustainability is rooted deeply in our identity as a company, it’s the essence of our business model. For Allu, sustainability isn’t a trend, not even a choice, it’s life.