Canopy, a British Columbian based non-profit has managed to persuade many fashion brands including the likes of H&M, Zara and M&S, to prevent deforestation by changing their fabric sourcing policies. Fabrics like Rayon and viscose are commonly used within the fashion industry, but are detrimental to the environment, as they are sourced from wood pulp, which often derives from ancient and endangered forests. The Canopy Initiative, “Fashion Loved By Forest“, launched in 2013 is continuing its mission to get more retailers to ditch the harmful fabrics and protect our natural habitat.
“Up to 100 million trees can be cut down a year solely for the use of fabric.”
Fronting the campaign is Stella McCartney, who spoke at the U.N’s Global Compact Leader’s Summit in New York last week. Together McCartney and Canopy are researching alternatives to viscose and rayon, and shining the spotlight on sustainable fibres.
Founder and executive director of Canopy, Nicole Ryecroft stated;
“Having the support of iconic champions like [McCartney] & 65 leading brands has catalysed viscose producers responsible for 75% of global rayon supply to commit to safeguard endangered forests.”