It's hemp … and its "high" fashion.
Italian clothing designer Giorgio Armani has joined a consortium of farmers, seed producers and industrialists in restarting the cultivation of hemp in rural Italy.
Armani's interest in hemp is due to a revival of the use of natural fiber in the fashion industry. The designer already has started using hemp for his collections, but the fiber is imported from France.
The fashion-slash-farm consortium also plans to build a factory to process the crop.