Selfridges, Reformation, ELK, Allbirds and Abercrombie & Fitch Co., join the CanopyStyle Initiative

Global fashion brands highlight innovative new sources as solution to viscose fabrics made from
Ancient and Endangered Forests

London, Los Angeles, New Albany, San Francisco, Vancouver, Victoria.
February 5, 2019 –
Environmental not-for-profit Canopy is thrilled to announce new brand commitments that support the development of a next generation of viscose fabrics that will reduce sourcing from the world’s Ancient and Endangered Forests. With the addition of companies Abercrombie & Fitch Co., Allbirds, ELK, Reformation and Selfridges, the CanopyStyle initiative has now reached over 170 brand partners.

Today’s announcement also sees next generation enterprises Nanollose and Tyton Biosciences joining the CanopyStyle initiative, bringing to eight the number of companies working with Canopy to bring their innovative technologies to market at scale.

“By transforming waste into rayon/viscose fiber, we are now able to repurpose what was considered unusable just a few years ago,” says Alfie Germano, CEO of Nanollose. “Through CanopyStyle and the support of its brands and associates, development of these next generation solutions is leading the way to a world that consumes less resources along with pioneering new sustainable alternatives that ultimately contribute to the protection of forests, species and the climate.”

“It is with great pleasure that we welcome these new brands to the CanopyStyle family,” says Nicole Rycroft, Canopy’s Founder and Executive Director. “Today, many small companies are developing next generation fabrics with technologies that will reuse, reduce or recycle what is now landfilled, burned, or ignored as waste. The growing demand and support of 170 global brands is another promising sign that these alternative fibers will be at commercial scale production in the foreseeable future.”

All partner brands have committed to eliminating their use of Ancient and Endangered Forests, as well as advancing conservation solutions in landscapes of hope such as Sumatra’s Leuser Ecosystem, Vancouver Island’s rainforests and the Broadback Forest in the Canadian Boreal.

Over the last year, Canopy and its brand, retail and design partners have catalyzed significant transformation of the viscose supply chain. Through work with producers and other industry stakeholders, companies representing 52 percent of global viscose supply have completed the CanopyStyle Audit process, which assesses supply chain risk, recommends measures to reduce impact on forests and tracks corporate progress on innovative fibers.

Media inquiries:


Laura Repas, Communications and Marketing Specialist, +1 416 729 7484,


Jaclyn Kaplowitz,


Abby Chicken, +447525197456,


Ally Downing, @AWPR,


Allison Sparkuhl,

Abercrombie & Fitch Co.

Ian Bailey/Mackenzie Gusweiler, (614) 283-6192,


About Canopy

Canopy is a not-for-profit environmental organization dedicated to protecting the world’s forests, species and climate. Canopy collaborates 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, Sprint, Penguin Random House, Stella McCartney, Zara, TC Transcontinental, The Guardian and Scholastic. Canopy’s work relies on the support of individual donors who share our passion for the planet.

About Abercrombie & Fitch Co.

Abercrombie & Fitch Co. (NYSE: ANF) is a leading, global specialty retailer of apparel and accessories for Men, Women and Kids through three renowned brands. For more than 125 years, the iconic Abercrombie & Fitch brand has outfitted innovators, explorers and entrepreneurs. Today, the brand reflects the updated attitude of modern consumer, while remaining true to its heritage of creating expertly crafted products with an effortless, American style. The Hollister brand epitomizes the liberating and carefree spirit of the endless California summer for the teen market. abercrombie kids creates smart, playful apparel for children ages 5-14, celebrating the wide-eyed wonder of childhood. The brands share a commitment to offering products of enduring quality and exceptional comfort that allow consumers around the world to express their own individuality and style. The Company operates more than 850 stores under these brands across North America, Europe, Asia and the Middle East, as well as the e-commerce sites and

View the Abercrombie & Fitch Co. policy here.


About Allbirds

At Allbirds, we believe in making better things in a better way. We are on a mission to prove that comfort, design and sustainability aren’t mutually exclusive. We are dedicated to making sustainable footwear using premium natural materials, designed for everyday life.

View the Allbirds policy here.

About ELK

A pioneer of Australian design, the ELK aesthetic holds a unique place within the international fashion landscape. With a highly considered approach by brand founders Marnie and Adam, ELK collections resonate with their global audience through a level of product refinement, trend curation and intellect that is innately their own. Their sculptural accessories, hand-made leather and ready-to-wear collections define their artful vision while their devotion to ethical and sustainable practices has endured them as a leader in the practice of responsible innovation for the fashion industry. Established in 2004 in Melbourne, Australia.

View the ELK policy here.

About Reformation

Reformation is a revolutionary lifestyle brand that proves fast fashion and sustainability can co-exist. Created in 2009 by Founder and CEO Yael Aflalo, Reformation makes effortless silhouettes that celebrate the feminine figure. Home to the first sustainable sewing factory in the U.S., the brand infuses green measures into every aspect of the brand; from recycled vintage clothing and eco fabrics to recycled hangers in stores and eco-friendly packaging for at-home shipments. Reformation offers thoughtfully produced clothing at an affordable price–a reminder that being green shouldn’t mean sacrificing style and quality.

View the Reformation policy here.

About Selfridges

Since Harry Gordon Selfridge first opened the doors of Selfridges Oxford Street, London in 1909, Selfridges has been dedicated to surprising, amusing and amazing its customers with astounding moments of retail theatre.

Selfridges is renowned as being the premier destination for a truly extraordinary customer experience, whether you visit one of its stores in London, Birmingham or Manchester or

Having won the award for The World’s Best Department Store and unprecedented four times at the IGDS awards, with an additional award for the Best Sustainability Campaign, Selfridges today remains one of the most innovative brands in retail.

View the Selfridges policy here.