Online fashion retailer Yoox.com is going green, with the launch of its new eco-friendly area, Yooxygen. Here eco-friendly shoppers will find various green products, including handbags, jewelry, books, and apparel.

Yoox.com founder Federico Marchetti says it's a "natural" progression for the site, which has long focused on "slow fashion."

"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," he explained, "as opposed to 'fast fashion' that you wear a few times and have to throw away, contributing to the deterioration of the environment."

Yooxygen will showcase capsule collections and designer collaborations available exclusively through the site. These will include the recycled Venetian Bag created by Ilaria Venturini Fendi for Carmina Campus, and Caboclo jewelry crafted using found objects.

But Yoox.com is doing more than simply pushing eco-friendly goods. The company has also instituted a series of internal policies to reflect its new green ethos.  These measures include recycling, hybrid company cars and vehicle-share programs, and a future commitment to 100% offset for its shipping carbon footprint.

Yooxygen will launch in mid-April to celebrate Earth Day.

[Source: Brandweek]
[Image Source: Banjo Ari/Stock.xchng]

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