Zegna will plant 160 000 native trees across Aspen’s burn-scarred slopes this season, transforming the resort into a living classroom where high fashion proves its point in the dirt.
Oasi Zegna started in 1929 when Ermenegildo Zegna planted the first of more than 500 000 trees across a 100-square-kilometre reserve in the Italian Alps, an area 30 times the size of Central Park.
The project fixed the house’s belief that style and stewardship belong together, a philosophy summed up by the motto “Our Road to Tomorrow began with a vision and a dream.” The family still plants a tree for every child born to a Zegna employee, proof that legacy is planted, not proclaimed.
Aspen, Colorado is next. Working with the US Forest Service, Zegna will replant 160 000 native spruce, fir and aspen saplings across the Lake Christine burn scar left by the 2018 wildfire. The house is also funding prescribed burns and fuel clearing to lower fire risk while restoring biodiversity around the Roaring Fork Valley.
Education drives the rollout. A partnership with the Aspen Center for Environmental Studies will bring field lessons, trail walks and a mobile planting station to visitors all season, a program city officials credit for keeping Aspen on short lists of climate-forward destinations.
Conservation is not a side project for Zegna; it is brand equity. Industry analysts see the Aspen effort in line with the label’s global push, from Dubai pop-up villas to Art Basel collaborations, to embed its values in every market.
Local support is visible: Zegna underwrote April’s Sunnyside prescribed fire north of town, praised by rangers as a public-private model. The Galena Street store hosts archival displays and hands out Green Mind totes as a cue to live lightly. In the high country, Zegna is turning sustainability talk into something you can hike through, not just wear.
