Luxury Marketer

Sustainability

LVMH’s Patou taps Fairly Made to benchmark sustainability, traceability

November 21, 2023

The Patou ecommerce website. Image: Patou The Patou ecommerce website. Image: Patou

 

LVMH’s Patou fashion label becomes the first luxury brand to partner with green tech startup Fairly Made as part of its ecofriendly initiatives.

Fairly Made has worked with LVMH since 2018, having been part of the Paris-based conglomerate’s Maison des Startups accelerator program at the Station F incubator.

“Through this initiative, Patou is setting new standards for sustainability and transparency while remaining faithful to its heritage,” Patou said in a statement. “Thanks to this partnership with Fairly Made, Patou becomes one of the first luxury brands to provide these insights for customers.”

LVMH, owner of 75 brands including Louis Vuitton, Dior and Dom Perignon, is accelerating its green, ESG and diversity initiatives.

Patou store in Omotesando Hills. Image: Patou Patou store in Omotesando Hills. Image: Patou

Joy to the world
Patou is a storied French brand formerly known as Jean Patou for which LVMH owns the apparel rights to the name.

Fairly Made evaluates and scores the entire sourcing and production chain of a business against traceability and recyclability criteria. It aims to lead in traceability analysis.

Patou has since 2018 prioritized sustainable production practices through its initiative “The Patou Way.”

This approach is designed to limit the environmental impact of each collection, offering insights for customers seeking information on traceability and sustainability to guide their choices.

Fairly Made has evaluated a selection of 64 products in the “Les Essentiels” Patou product line. These wardrobe items range from white tank tops and jeans to denim jackets and black pants.