Then in 1989, Trussardi used his collection to protest both the deforestation of the world's rainforests, and the use of real animal fur by his contemporaries. He used exclusively faux-fur, and included letters of protest against deforestation in the entrance bags given to the attendees of that year's fashion shows.
Throughout his career, Trussardi spent time promoting the marketing phrase "Made in Italy" and Italian fashion in general. By the time of Trussardi's death in 1999, his business was worth about $480 million.