As the fashion industry seeks a new direction, Kering is making a significant move in Tokyo with a program supporting startups with a strong environmental and social impact . The goal? To foster concrete solutions that reconcile luxury , sustainability , and innovation .
By betting on the circular economy , traceability and viable models, the group confirms that a leader can drive an entire ecosystem, from workshops to distribution platforms.
A clear commitment to sustainability in luxury fashion
For several years, Kering has structured its roadmap around transparent indicators and open partnerships. This Tokyo initiative follows the same logic: to finance, mentor, and connect startups that are transforming the value chain, from raw materials to packaging , from logistics to end-use.
The conviction is simple. Luxury fashion can no longer simply mitigate its impacts. It must become a driving force for proposing and promoting higher standards.
Supporting local start-ups: a lever for the circular economy
The program, launched in Tokyo , targets entrepreneurs grounded in real-world experience. It offers access to experts, data, industrial pilot projects, and proof-of-concept opportunities. Selected projects must demonstrate clear utility for the local ecosystem and potential for international replication.
Ultimately, the ambition is to create a network of sustainable innovation capable of communicating with each other and accelerating the sector's transition.
Climate selection criteria for economic viability
Kering 's evaluation framework is based on four pillars.
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Environmental impact . Measurable reduction in emissions, water consumption, waste or toxicity.
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Innovation . A truly differentiating solution, whether it be textile recycling , green chemistry or new materials .
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Economic viability . Robust model, capacity for industrialization and scaling up.
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Social impact . Benefits for communities, quality of employment, inclusion and skills development.
Three projects that illustrate the dynamic
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EcoFabric , a startup specializing in textile recycling , transforms scraps and unsold goods into high-quality fibers
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GreenPack . Dedicated to biodegradable packaging , the start-up offers low-impact materials that meet the aesthetic requirements of luxury fashion and perform well in transport.
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UrbanHarvest urban agriculture project that repurposes rooftops and vacant lots for local production. Beyond sourcing for events or in-house restaurants, it's an educational tool that reconnects the public with sustainability .
These pilot projects demonstrate that it is possible to reconcile innovation , perceived quality, and operational requirements.
Why is Tokyo a fertile ground for innovation ?
A cutting-edge capital, Tokyo combines urban density, technological low-carbon logistics solutions repair and resale schemes , and educational showcases that tell the story of a product.
By setting up shop here, Kering startups closer to workshops and end customers, which accelerates iteration and proof of value.
Transforming the value chain, from raw materials to retail
The impact of such a program extends beyond production. It permeates the entire chain: Materials : deployment of recycled fibers , biomaterials, and less environmentally friendly dyes. Design : eco-design, disassembly, repairability, and reduced material mix. Manufacturing : energy efficiency, wastewater management, and monitoring of climate indicators . Distribution : packaging , streamlined transport, and optimized supply chain management. Use repair services , trade-ins , second-hand , and extended product lifecycles.
The whole thing relies on traceability and data, in order to measure progress and avoid greenwashing .
Innovation as a culture, not just as technology
Sustainable innovation is n't just about patents. It's a mindset. Kering fosters multidisciplinary teams where engineers, designers, craftspeople, and data analysts collaborate on design. This blend of expertise allows them to anticipate usage constraints, align aesthetics and performance, and consider repairability and end-of-life from the outset. It's also a way to engage customers by sharing the story behind each piece and making the technical choices transparent.
An inspiring model for other players in the luxury
This initiative can serve as a model for other capital cities. It proves that a group can share resources, co-invest, and open up its infrastructure without diluting its competitive advantage. On the contrary, the more sustainable innovations , the cleaner the upstream sector becomes, and the more credibility fashion
Tomorrow, the houses that will succeed will be those that have integrated sustainability into performance, as a quality criterion on par with the cut or the hand of the material.
Measure, control, narrate: the triple requirement
For the impact to be sustainable, three requirements are essential. First, it's necessary to measure : clear indicators of CO₂ , water, waste, and biodiversity . Second, it's necessary to manage : roadmaps with milestones, budgets, and governance. Third, it's important to tell the story : honest communication that explains progress and limitations, without making excessive promises. By cultivating this transparency, Kering establishes a virtuous cycle. Trust attracts high-quality partners and accelerates adoption.
Prospects towards a global network of sustainable innovations
The success of the Tokyo paves the way for other locations. The idea is to connect specialized clusters: materials here, logistics there, textile recycling elsewhere. This network will facilitate data exchange, the sharing of best practices, and the harmonization of standards. The result will be a global accelerator that transforms luxury fashion through example and proven results.
Reconciling luxury and sustainability : a credible path
By supporting startups in Tokyo , Kering demonstrates that excellence can be synonymous with purpose . The initiative connects innovation , the circular economy , and product culture, with tangible benefits for the environment and communities. For brands, it's an invitation to re-evaluate their priorities. For customers, it's the promise of desirable and better-designed pieces. The future of fashion will be built on alliances like this, where creativity meets responsibility, and where sustainability becomes a driver of desire.
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