Growing cotton in Italy — regenerative or otherwise — seems rather counterintuitive, almost like cultivating lemon trees in the fjords of Norway. Yet it’s happening — at least on an experimental level.

In a country celebrated for its vineyards and olive groves, innovators are now turning their focus to cotton fields, determined to weave sustainability into one of the most water-intensive and resource-heavy crops on earth. It’s a bold undertaking, equal parts audacity and ingenuity, unfolding in Apulia, a region better known for its table grape cultivations, pristine beaches and picturesque villages that draw waves of summer tourists.

Realizing the pipe dream of Italian regenerative cotton takes serious collaboration: the initiative is backed by Armani, guided by King Charles III’s SMI Fa

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