The Gucci values are deeply embedded within ethics and in fact, the company began to work on a sustainability strategy in 2004. Quality remains
a main priority, but they began to elaborate upon this. Sustainability for
people and the environment became part of the quality-concept. Gucci state
that their sustainability strategy is supported by their stakeholders.
June 2010, saw the introduction of Gucci`s 100% recyclable packaging.
Shortly after this, the company launched a collection of environmentally-
friendly glasses which utilised biodegradable plastic and recycled metal;
with a new collection of these to be launched in 2013. Biodegradable plastic
is also to be used in a shoe collection which the company describe as a combination of style quality and new material (Ravagli, 2012