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Stella McCartney is looking out for the Lorax. Shortly after declaring its intention seek “Wildlife Friendly” certification, the British firm announced Tuesday its commitment to eliminating the use of endangered-forest fibers in its cellulose-based clothing. The latest apparel company to join Canopy Style’s “Fashion Loved by Forest” campaign, which includes brands such as H&M, Zara, and Eileen Fisher, Stella McCartney has pledged to ensure that all its cellulose fibers meet “strict sustainability standards” by 2017.
Fundamentally changing the norms of any industry can be a daunting task, especially when businesses now face entrenched social problems – like the health of our environment. The business shifts necessary to survive sometimes seem impossible. To solve these problems, we’re seeing ground-breaking collaborations emerge – demonstrating what is possible when an industry joins together for collaborative impact.
Two of the world’s largest clothing retailers, H&M andInditex - the owner of Zara and Pull & Bear - have pledged to avoid sourcing fabric materials from the world's ancient and endangered forests. The companies will work with Canopy, an environmental not-for-profit organisation that focuses on protecting world forests, to achieve the goal.
Retail’s largest brands, H&M and Inditex-owned Zara, have pledged to stop using ancient and endangered forests to make rayon and viscose clothing. The retailers have partnered with environmental organization Canopy in a new initiative called, “Fashion Loved by Forest,” designed to address the increasing impact of the clothing industry on the world’s forests, biodiversity and climate.