ZEGNA launches its “Oasi Zegna Global Initiatives” in Aspen, Colorado, extending a project first rooted in Italy over a century ago. The new phase continues the work that began in Trivero in 1910, where Ermenegildo Zegna initiated reforestation efforts that later evolved into the 100 km² Oasi Zegna nature preserve. With Aspen as its next focal point, the brand deepens its engagement with conservation, education, and community work through a structured set of environmental projects.
The Aspen-based initiative sets out to plant and protect more than 500,000 trees worldwide by 2027. This year alone, ZEGNA has already replanted 160,000 native trees in Lake Christine, working with the U.S. Forest Service to support reforestation and forest protection. The program doesn’t stop at planting. It includes active efforts to reduce wildfire risk, support biodiversity, and preserve forest health. In Aspen, ZEGNA has partnered with the local fire department and other foundations to carry out prescribed burns and clearing activities.
ZEGNA also collaborates with the City of Aspen on long-term ecological health projects. The initiatives reach beyond planting and maintenance by inviting community participation. A new forest garden created with the Farm Collaborative pays homage to Aspen’s Italian roots. Meanwhile, a partnership with ACES (Aspen Center for Environmental Studies) aims to encourage public responsibility in environmental issues. Throughout the summer, a mobile education station will travel across the area, providing direct engagement with environmental topics and practices.
ZEGNA’s approach in Aspen builds on actions already implemented in other parts of the world. In Milan, the brand previously donated flowerbeds to Piazza Duomo. In the U.S., ZEGNA contributed to the revitalization of parks in Palm Beach and Boston. In Trivero, Villa Zegna remains an active cultural site, anchoring the original nature preserve with programs and exhibitions. These gestures, while different in scale and location, all support the same idea: that projects must function both environmentally and locally.
The “Oasi Zegna Global Initiatives” form a network of efforts that seek to protect biodiversity, restore natural areas, and support a connection between people and their environment. Each project adapts to its context, engaging with both public and private partners to ensure relevance and effectiveness. The Aspen launch brings this concept to a new setting, where ecological and cultural ties offer a strong base for expansion.
According to Chairman and CEO Gildo Zegna, this direction remains closely aligned with the founder’s early vision. He recalls how his grandfather once looked out over barren mountains and chose to act by planting trees and shaping new possibilities. That vision now finds footing in Aspen, where the brand continues to work toward a model of responsibility that connects nature, culture, and place.
Rather than focus only on preservation, the initiative aims to create opportunities for growth and connection. ZEGNA links environmental action with public access, inviting people to experience and participate in the work. The forest garden, the education station, and the reforestation programs all function within a shared structure, one that keeps local impact and ecological quality in view at every stage.
