Australian fashion brand Alémais launches new Forest Project campaign to restore 12 hectares of Daintree Rainforest via Wildfire Content + MAP
Alémais has launched the Alémais Forest Project, a campaign to restore 12 hectares of the ancient Daintree Rainforest. In partnership with the Gondwana Rainforest Trust, the initiative will replant, protect, and eventually return the land to its Indigenous Traditional Owners, turning Alémais’ environmental commitment into tangible conservation action.
Since its inception, Alémais has planted over half a million trees. As the brand has grown, so too have its ambitions to protect and preserve Australia’s natural environment.
In Far North Queensland lies the Daintree – a rainforest more than 120 million years old, making it the oldest continuously surviving tropical rainforest on Earth. Here, where the first flowers once bloomed, Alémais is deepening its commitment to conservation through the Alémais Forest Project.
To achieve this, Alèmais has partnered with Gondwana Rainforest Trust to purchase, protect and restore 12 hectares (120,000 sqm) of land in the Daintree adjoining the UNESCO World Heritage listed Wet Tropics, a haven for endangered plants and animals. Within this site, 5.5 hectares will be replanted, 2 hectares left to regenerate naturally, and 4.5 hectares protected as a living seed bank for the future. This is a project of regeneration and return.
Alémais is focused on regenerating the rainforest with the ultimate intention of returning the land to its Indigenous Traditional Owners. The first stages of rehabilitation have begun, with the Kuku Yalanji Rangers of the Jabalbina Yalanji Aboriginal Corporation engaged to plant the first 3,000 trees on site.
The intention, once restoration is complete, is that the land will transition into the Pathway to Protection program, a framework that allows for the formal return of land to the Eastern Kuku Yalanji people, ensuring its irreplaceable environmental and cultural values can be maintained and protected.
Older than the Amazon, the Wet Tropics encompassing the Daintree, is home to more than 3,000 plant species, hundreds of rare animals, and some of the world’s most ancient flowering plants. The Alémais Forest Project will directly protect 233 plant species found in the region, nine of which are listed as threatened with extinction.
The Gondwana Rainforest Trust plays a pivotal role in this effort, purchasing and protecting threatened rainforest across Far North Queensland to rehabilitate land, restore habitats and ecosystems, and secure their survival into the future.
This initiative goes far beyond tree planting. It is about reconnection with the earth beneath us and the communities around us. It is about protecting living ecosystems – the interconnected web of life that sustains us all.
DOP: Joel Cama
Stills: Derek Henderson
Production Companies: Wildfire, MAP
Producer: Fletcher Watson
Voiceover: Kallum Clarke, Jabalbina Yalanji Aboriginal Corporation
Creative Direction: Lesleigh Jermanus
Head of Content: Nina Sanajian
Head of Marketing: Dee Chapman
Director of Environmental and Social Impact: Kelly Elkin
PR: LEAF Comms
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