Value, carried forward.
The future is built together. Miomojo x Humana People to People Italia.
This collaboration begins with a shared intention shaped by respect, circularity and a common vision. Together with Humana People to People Italia, a non-profit organisation that has transformed used clothing into social and environmental value since 1998, a new system takes form.
Through a virtuous framework of collection, selection and responsible redistribution, materials continue their path beyond first use. What emerges is not a single initiative, but a structured approach where value is extended, waste is reduced and responsibility is carried forward.
The future in a bag.
The collaboration, introduced on March 7 at the Humana store on Via De Amicis in Milan, emerges from a shared understanding. Two organisations shaped by different paths, aligned by a common intention to contribute to a more just, conscious and sustainable future. What connects them is not similarity, but a shared direction. “We are committed to reducing our environmental footprint and building networks that extend the life of products while creating value for communities,” says Claudia Pievani, Founder and CEO of Miomojo. “By supporting projects addressing desertification in Botswana and reforestation in Italy, we aim to show that even small gestures can contribute to meaningful and lasting change.”
Responsibility, renewed.
We chose a different path: Accessories from previous collections, developed from recycled and bio-based materials, are redirected into a new cycle through HUMANA stores. What was created to last continues its path, avoiding unnecessary waste while generating tangible value that supports shared environmental projects.
This is not only a responsible act. It is a deliberate interpretation of a changing framework, anticipating the principles of the new European Ecodesign regulation that limits the destruction of unsold goods.
For us, every product carries the potential to create value beyond its first moment of sale.
What takes root, remains.
This initiative contributes to two Humana projects that directly address the climate crisis. In Botswana, efforts focus on combating desertification through the protection of the Thotayamarula forest in Matsheng. Here, local communities engage in the sustainable harvesting of marula fruit, generating income while preserving the surrounding ecosystem. As part of the United Nations’ Great Green Wall initiative, the project supports the conservation of 192 hectares of indigenous forest, promotes responsible agricultural practices and safeguards natural resources.
In Italy, the collaboration continues through a reforestation programme developed with ZeroCO2 , with the goal of planting 85,000 trees by 2030. This initiative forms part of Humana’s “Dressing the Future in Green” programme, contributing to long-term environmental regeneration.
“This collaboration reflects the values and commitment that define our identity,” concludes Alfio Fontana, Corporate Partnership & CSR Manager at Humana People to People Italia. “We are proud to move forward on this path together with Miomojo.”