By committing to help protect ancient and endangered forests, some of the world’s largest and most recognized clothing brands and retailers are building a groundswell behind this campaign. The support of these fashion icons benefits our communities, animals, forest ecosystems, climate, and everyone interested in sustainable fashion.
Together with the world’s two largest clothing brands, Zara-Inditex and H&M, Levis Strauss & Co., Marks & Spencer, Arcadia Group and Lindex are now bringing their commitment and supply chain influence to the CanopyStyle campaign.
Building strength in concert with leading designers Stella McCartney, EILEEN FISHER and apparel companies prAna, lululemon athletica, Artizia and Patagonia, these leaders are tackling the hidden environmental cost of clothing. They are visionaries in a global initiative to phase out the use of endangered forest fibre in fabric.
These brands are helping to chart a new course for the fashion industry by committing to end the use of ancient and endangered forest fibre in clothing made with rayon and viscose fabrics.
This path will lead them away from sourcing from the world’s most rare and threatened forests. Some viscose producers are starting to step forward as well, engaging in dialogue with Canopy and their customer brands to work collaboratively on creating systemic change. More work lies ahead – but producers’ awareness of supply chain issues is increasing as a result of their customers’ clear messages of concern.
Fashion often has a cost that doesn’t show up on the price tag. Canopy research has found that ancient and endangered forests, including the tropical rainforests of Indonesia, Brazil’s Amazon Rainforests and North American Boreal and Coastal Temperate Rainforests are being logged, pulped and turned into fabrics that show up on runways, in boutiques and on the shelves of your local mall. It’s a growing and harmful trend.
Demand for clothing made with rayon, viscose and other wood-based fabrics is mounting, which means fashion is increasingly behind the devastating loss of endangered forests around the globe. 120 million trees disappear every year into the clothing we all wear. With the launch of canopystyle.org and our “Fashion Loved by Forest” campaign, Canopy is committed to changing that.
By developing forest-friendly purchasing policies, tracking which forests their fabrics originate from, taking steps to eliminate controversial forest fibre and investing in innovative alternatives, Canopy’s partner brands are leading the fashion and apparel sector for sustainable solutions at scale.
The CanopyStyle campaign:
- Supports brands to develop cutting-edge environmental sourcing policies (or modify existing ones) that address the importance of protecting ancient forests.
- Fosters increased fiber tracing back to its forest source,
- Engages the fabric supply chain on this important issue and supports brands to engage their suppliers to eliminate any sources of endangered forest fiber from their fabrics,
- Helps build tangible environmental solutions such as recycled fabrics and viscose made from leftover straw,
- Builds awareness of the link between forests and fabrics foster brand leadership on this important issue
- Works with brands to translate their purchasing influence into conservation in priority global ecological hotspots such as Indonesia’s rainforests or Canada’s Boreal forests.
Canopy and our partners in the clothing industry have a unique opportunity to curtail a major new environmental problem before it becomes firmly entrenched. By partnering with Canopy, the fashion and apparel sectors are building awareness of solutions and proactively addressing this growing threat to the world’s forests, species and climate.
Contact us for more information on how Canopy works with leading clothing brands and designers.
Read more about Canopy’s work in the clothing sector and take action:
- Download A SNAPSHOT OF CHANGE: One Year of Fashion Loved By Forests report
- Read about the commitments being made by global clothing brands and designers Zara-Inditex, H&M, Stella McCartney, ASOS, Levi Strauss & Co. and many more. Learn how these industry leaders are working to protect ancient forests.
- Read more about what early champions such as EILEEN FISHER, Quiksilver and lululemon athletica are doing to safeguard forests
- Join the CanopyStyle early champions and develop an endangered forest policy
- Style Lovers and Trendsetters: Sign the CanopyStyle Pledge
- Learn more about the CanopyStyle campaign