Fashion Web Site Plans Eco-Sustainable Strategy

Online fashion retailer, in conjunction with the upcoming Earth Day on April 22, will launch Yooxygen, a new area on its Web site that will be home to various eco-friendly products. Additionally, will institute a series of internal policies to promote the company’s sustainability.
The online retailer currently features shopping categories for women, men, kids and home, offering apparel, accessories, jewelry, books and home items. The nine-year-old site, founded by Federico Marchetti, has promoted “slow fashion” by offering carefully made, quality pieces.
“We have always believed in ‘slow fashion’ on the Internet, meaning that we offer curated selections of high quality, timeless items that are meant to last over time,” said Marchetti, “as opposed to ‘fast fashion’ that you wear a few times and have to throw away, contributing to the deterioration of the environment.”
The eco-friendly Yooxygen initiative seemed a “natural” progression for the site, according to Marchetti. Many special projects to date have kept green in mind; for example, a vintage section,which sells recycled pieces with timeless appeal. Labels that have historically been involved in eco-fashion and long collaborated with will continue to be featured, but now in the new eco section. Brands include Stella McCartney, Camper’s coco fiber and jute shoes, and Levi’s organic cotton and recycled denim lines.
The new Yooxygen area launches in celebration of Earth Day in mid-April, and will continue to be built upon as an ongoing strategy for the company. “With this initiative, we plan to communicate our message to our five million unique visitors through fashion, jewelry and design,” said Marchetti.
In addition to green user content and items for sale, will also practice in-house green policies such as recycling, using hybrid company cars and car share programs, along with saving energy and resources in offices and a future commitment for a 100 percent offset of its shipping carbon footprint.
Ethically conscious products will be the focus of the online initiative, with capsule collections and designer collaborations for limited-edition items. These include accessories, jewelry and design pieces by Ilaria Venturini Fendi for Carmina Campus, featuring a unique recycled materials handbag called “Venetian Bag” that will be sold exclusively on (MSRP $500). Contemporary jewelry line Caboclo will unveil exclusive online pieces made from natural found objects, such as a pair of earrings (MSRP $35). Pandora Design will offer an exclusive biodegradable and polyethylene-free aperitivo (party utensil) kit, Aperitivo Bio (MSRP $38 for a set of four).
A selection of books published by Phaidon, Steidl and Thames & Hudson featuring sustainable-focused titles will become available on the site to round out’s green offerings.
 “We believe our customer will appreciate this project because he/she is an educated one; someone who understands not only the importance of value but how necessary it is to protect our natural resources,” said Marchetti.