Bosco dei Racconti

Master Italia owns a private woodland near the Casa dei Racconti inn, located about 8 km from the company’s headquarters.
The initiative began between 2022 and 2023, and the current year marks its third edition. As early as 2021–2022, in the Casa dei Racconti woodland, we carried out a full inventory and geolocation of all the trees present, which were then mapped in an online, publicly accessible GeoDatabase. This work made it possible to estimate the absorption of greenhouse gases from the atmosphere through the plants’ biological activity. It was calculated that the nearly 600 trees have absorbed approximately 182 tonnes of CO₂.
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The Partner
company name: Il Pendolino
typology: Cultural Association
sector: Environmental Education

We asked ourselves: how can 600 trees connect our environmental journey to the community? What should be done with this woodland heritage? From this question arose a collaboration with Il Pendolino, Cultural and Naturalistic Association, aimed at exploring the territory from a naturalistic and ecological perspective. The initiative is designed to develop skills and concepts related to the natural environment, the ecology of agricultural land, and the riverine ecosystem. It is open to all citizens, and in particular to schools.

Together, we designed six different paths and workshops for children and young people, from preschool to middle school. Since 2022, more than 1,400 children have had the opportunity to walk among these trees, discovering and learning more about nature.

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The Challenge

The real challenge is to recognize and value what truly matters: educating for sustainability. Not as an isolated action, but as a shared culture that is built day by day, starting with the youngest. When we began this journey, we didn’t know exactly what to expect. But the schools trusted us, welcomed us, and today they know us. Together, we are sowing awareness and building a more responsible future.

From this point, a new challenge began for us hatmakers as well: to design a hat model—an accessory created for children who live in the forest, walk, explore, and learn outdoors.

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The Journey

The iconic Dad Hat S from the Atlantis collection was chosen. Each child received a colorful baseball cap featuring Atlantis’ campaign slogan: Hold Your Head Up. A declaration of intent, a manifesto of values that has guided us since 2024, Hold Your Head Up is an invitation to walk tall with the awareness of those who choose change every day, never giving up their own identity.

With this project, together with Il Pendolino, we aim to convey a powerful message: to transform a simple daily gesture—like wearing a cap and marveling at the forest—into an educational experience that nurtures the hope for a future where respect for the planet becomes an integral part of growing up.

*Reductions are calculated through a sensitivity analysis contrasting the environmental impact of low-impact materials against conventional ones, using the certified CF Atlantis calculation tool v. 0.7. This tool meticulously tracks the Cradle to gate journey from raw material acquisition to final product delivery at the Atlantis warehouse.
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