PRADA Re-Nylon and other sustainability fairy tales

You may have heard that the PRADA Re-Nylon collection was first presented as part of Selfridges' new sustainability initiative, “Project Earth”. The Italian brand will be displaying (and selling) at Selfridges Corner Shop, a range of its classic accessories, “as well as full men’s and women’s ready-to-wear collection, all realized in black regenerated nylon.” says their press release. Which made me stop and think of when did PRADA become a sustainability advocate?