Image Provided by Zegna
Thousands of miles from Aspen, in the Italian Alps, where Zegna’s textile mills have whirred for nearly a century, lies a testament to visionary conservation: Oasi Zegna. The 38.6-square-mile nature preserve in Trivero embodies a legacy that began in 1910 with founder Ermenegildo Zegna, when he transformed a barren mountainside into a thriving public forest by planting half a million trees.
Today, the brand is bringing its conservation practices to another mountain town. On a visit to Aspen, Colorado, in July, Edoardo Zegna, the founder’s great-grandson and the company’s chief marketing, digital, and sustainability officer, announced the launch of Oasi Zegna Global Initiatives, a commitment to conservation, reforestation, and ecological education, in this historic, picturesque town. The initiative’s mission is to regenerate ecosystems, preserve biodiversity, and inspire a deeper connection between people and the natural world.
Zegna’s plans for Aspen include a partnership with the U.S. Forest Service and Aspen Snowmass Ski Co. that will see Zegna facilitate the planting of 160,000 native trees in an area devastated by the 2018 Lake Christine wildfire. The conservation project includes plans to initiate controlled burns—which bolster biodiversity, soil, and habitat health, and mitigate future wildfires—in partnership with the Roaring Fork Valley Wildfire Collaborative and the Aspen Wildfire Foundation. The effort is expected to regenerate hundreds of thousands of aspen trees.
Zegna is also partnering with the city of Aspen to eradicate the Douglas fir beetle, an invasive species threatening the trees across Aspen Mountain. And in partnership with the Aspen Center for Environmental Studies—one of the city’s leading environmental education groups—the fashion brand sponsored weekly public “Know Your Trees” hikes in summer 2025.
“This is a 360-degree approach that we are doing in Aspen,” says Edoardo Zegna. “We are bridging the private with the public in an amazing way.”
Aspen represents just one branch of Zegna’s worldwide environmental commitment. From donated flowerbeds in Milan’s Piazza del Duomo to the revitalization of public parks in Palm Beach and Boston, the Italian luxury giant has woven conservation into its very existence for decades.
“The Oasi Zegna Global Initiatives reflect our enduring belief that nature, culture, and community must evolve together,” says Gildo Zegna, Edoardo’s father, the company’s chairman and CEO. “This is not just about preservation; it’s about creating new spaces for connection and growth.”