June 22, 2020 – On World Rainforest Day 45 brands, including Walmart-owned ASDA/George, Ralph Lauren, Sainsbury’s, Morrisons, BESTSELLER, Ivy & Oak, Masai, Fiber X Finland, The Workroom LA, Nanushka, and Ted Baker have launched CanopyStyle policies to transform the viscose supply chain and protect the world’s forests. These forward-thinking companies collectively represent over $100 billion USD in annual revenue. Their commitments lend significant additional purchasing power to CanopyStyle and the collective effort to catalyze commercial production of Next Generation alternatives and eliminate the use of Ancient and Endangered Forests in clothing.
“George at ASDA is working to ensure we protect the world’s forests and our collective climate through committing to only sourcing viscose fibres from sustainable sources for all our clothing and home textile products,” said Melanie Wilson, Senior Director of Sustainable Sourcing and Quality at George. “We are thrilled to be part of the CanopyStyle initiative to help save the world’s Ancient and Endangered Forests, and look forward to collaborating and scaling up the implementation of innovative solutions for textile sourcing.”
Keeping forests standing is crucial to minimizing the likelihood of future pandemics, and meeting critical climate and biodiversity targets set by the world’s scientists. Today’s commitments will reduce the growing pressure on forests for viscose sourcing, and will speed the implementation of Next Generation Solutions, such as making viscose from recycled textiles or microbial cellulose grown on food waste. More than 150 million trees are cut down each year to produce popular textiles like rayon and viscose.
“What better way to celebrate World Rainforest Day than by announcing that CanopyStyle has a critical mass of 259 brands united to eliminate Ancient and Endangered Forests from their supply chain,” said Nicole Rycroft, Canopy’s Founder and Executive Director. “This is the transformation necessary to stabilize our climate, save wildlife, and bring innovative alternatives to market.”
The addition of these companies shows great momentum for the CanopyStyle and Pack4Good initiatives, and the efforts to protect the world’s Ancient and Endangered Forests. The CanopyStyle campaign now represents 259 brands worth over $370 billion in total revenue working together to create demand, shift supply chains, and implement more sustainable sourcing practices.
Read the CanopyStyle Next Generation Vision for Viscose.
For a more complete idea of some of the Next Generation Solutions available for viscose, please read Canopy’s Green Paper.
For more information, please contact:
Laura Repas, Communications Marketing Specialist
Read more about the new CanopyStyle partner brands here.
Contact: Morten Norlyk
Fiber X Finland
Contact: Mikko Ruuska
IVY & OAK
Contact: Lena Houthuys
Contact: Sidse Jensen
Contact: Dominika Michlo
Canopy is a not-for-profit environmental organization dedicated to protecting forests, species and climate. Canopy has collaborated with more than 750 companies to develop innovative solutions, make their supply chains more sustainable and help protect our world’s remaining Ancient and Endangered Forests. Canopy’s partners include H&M, Target, Sprint, Penguin Random House, Zara, TC Transcontinental, The Guardian and Scholastic. In early 2020 Canopy presented SURVIVAL, a practical, solutions-focused report on how to revolutionize the pulp supply chain in Davos, Switzerland. Canopy’s work relies on the support of individual donors who share our passion for the planet. www.canopyplanet.org