The director of French luxury fashion group PPR is taken a lead role in promoting sustainability and green projects in the industry, The New York Times writes.

Jochen Zeitz, who joined PPR after stepping down last month as head of Puma, founded the Kenya-based Zeitz Foundation to pursue ecological and socially responsible projects, and this year he teamed with billionaire entrepreneur Richard Branson to form The B Team, a global effort to bring business to bear on social, environmental, and economic issues.

“Fashion is a logical place to start to raise awareness for sustainable causes,” Mr. Zeitz said. “We should bring in an environmental attitude, and I think luxury should automatically be about sustainability and quality.”