From Forest to Fashion: Rethinking Fibre Risk in MMCF Sourcing

A decade ago, few people in fashion were asking what forests the fibres in their clothes came from. Man-made cellulosic fibres (MMCFs) like viscose, rayon, and modal were widely viewed as low-impact alternatives to synthetics. But where the fibre originated — and the forest ecosystems it may have come from — was often a mystery.

That began to change when brands started asking new, difficult questions of their suppliers: “Was this fibre logged from an old-growth rainforest?” “Is it linked to endangered species habitat?” “Are peatlands being drained to produce this?”

The answers weren’t easy to come by.

In 2016, Canopy launched the Hot Button Report to help close that visibility gap. The goal wasn’t to prescribe solutions, but to offer a shared reference point — something that both brands and MMCF producers could use to track sourcing performance, reduce forest risk, and chart progress toward lower-impact fibre production.

Ten editions later, the supply chain looks markedly different. While challenges remain, there are clear signs of forward movement. Now, 98% of global MMCF producers are evaluated in the Hot Button Report. Over half of global production comes from companies that have achieved Green Shirt status in the Hot Button assessments — indicating lower risk of sourcing from Ancient and Endangered Forests. And more producers are investing in circular innovation, developing vital-forest-free fibre lines from recycled textiles and agricultural residues.

Brands, too, have leaned in. More than 550 have adopted CanopyStyle sourcing commitments, using tools like the Hot Button Report to help identify suppliers that align with their sustainability goals.

But there’s still work to do. Forests that store carbon, shelter biodiversity, and sustain Indigenous peoples and local communities continue to face pressure from industrial logging. As MMCF demand grows — and with regulations like the EU Deforestation Regulation raising the bar on traceability — the stakes are getting higher.

The opportunity now is to move from improvement to transformation: scaling Next Gen Solutions, closing the data gaps that still exist at the forest floor, and ensuring that fibre choices support — not undermine — the world’s climate and biodiversity goals.

Progress is possible.

The past decade has shown that. And as the recent edition of the Hot Button Report shows brands and producers have a chance to go further. The tools are there. The incentives are growing. And the forests are counting on it.

Let's get moving together. 

Key Stats:

• Now, 54% of global MMCF production now comes from Green Shirt producers (up from 0% in 2016).
  
• In 2025, 21 producers have Green Shirts, and of those, eight have Dark Green Shirt ratings, indicating sector-leading practices.
• In 2016 there were no Next Gen products being manufactured, in 2025, there are 16 Next Gen commercially-available products on the market.
• 98% of global MMCF producers are currently evaluated in the Hot Button Report.