Zegna Launches Oasi Zegna Global Initiatives in Aspen—Cementing the Brand as a Global Leader

Luxury brand Zegna has recently launched Oasi Zegna Global Initiatives in Aspen, Colorado, aiming to expand the vision of founder Ermenegildo Zegna beyond the Italian Alps and further the brand’s legacy of environmental stewardship. The new initiatives mark a major new chapter for the brand’s century-long commitment to nature, community, and responsible progress. The Oasi Zegna Global Initiatives is a global commitment to conversion, reforestation, and ecological education. Its mission is to regenerate ecosystems, preserve biodiversity, and inspire a deeper connection between people and the natural world. 

Photo Credit: Courtesy of Zegna

“An oasis is a place that vision builds — as my grandfather proved by creating the Oasi Zegna, when he looked out over barren mountains and imagined a future shaped by beauty and purpose,” says Gildo Zegna, Chairman and CEO. “Today, that same vision continues in Aspen and beyond. With the Oasi Zegna Global Initiatives, we reaffirm our enduring belief that nature, culture, and community must evolve together. This is not just about preservation — it’s about creating new spaces for connection and growth.”

Photo Credit: Courtesy of Zegna

Founded on the restoration efforts that created the 100km Oasi Zegna nature preserve in Trivero, Italy, the new initiative serves as a natural evolution of the brand’s ethos: a belief that true luxury lies in harmony with nature. Over the years, the brand has brought these values to life through impactful gestures across the globe, like the launch of Born in Oasi Zegna, a visual and emotional tribute, to the donation of flowerbeds in Piazza Duomo in Milan, to the revitalization of public parks in Palm Beach and Boston, and more. Zegna’s fashion shows have always become a stage for the brand’s environmental philosophy, oftentimes staged within green, immersive environments. 

Photo Credit: Courtesy of Zegna

With its strong ecological and cultural resonance, Aspen becomes the next natural stop in this journey for the brand. In collaboration with public and private partners, Zegna supports a series of key interventions, including planting or protecting over 500,000 trees globally by 2027. This includes 160,000 native trees already replanted this year in Lake Christine in partnership with the U.S. Forest Service, as part of ongoing reforestation and forest protection efforts. Additional programming includes reducing wildfire risk and supporting biodiversity through prescribed burns and clearing activities in collaboration with local foundations and the Aspen Fire Department.

A partnership with ACES encourages public environmental responsibility, while a new forest garden with the Farm Collaborative honors Aspen’s Italian roots. Lastly, a mobile planting and education station brings immersive ecological storytelling to the public throughout the summer. These partnerships ensure each initiative is not only ecologically sound but also locally resonant, fostering a model of responsible luxury deeply rooted in place.