Fashion giants pledge to end supply-chain deforestation

Levi Strauss, H&M and Asos, are among 25 major fashion brands representing more than £45bn in global sales that have committed to an industry campaign to eliminate deforestation from supply chains.

The Fashion Loved by Forest initiative asks signatories to eliminate commonly-used fibres that originate from rainforest plants

The Fashion Loved by Forest initiative asks signatories to eliminate commonly-used fibres that originate from rainforest plants

The Fashion Loved by Forest initiative run by the non-profit Canopy, asks signatories to eliminate commonly-used fibres that originate from rainforest plants, such as rayon, viscose and lyocell.

"The largest and most iconic clothing brands on earth are sending clear signals that are growing in strength and conviction: no more ancient and endangered forest fibre in our fashions," said Canopy executive director Nicole Rycroft. "Systemic change in fibre sourcing is becoming unavoidable."

Sustainability on-trend


Other notable signatories include Stella McCartney, Zara and Marks & Spencer, which has committed to becoming 'the world's most sustainable retailer' through its Plan A paradigm.

"This is an important initiative for the fashion industry," said M&S sustainable development manager Fiona Wheatley.

"If we act now we can eradicate deforestation from the supply chains of man-made fibres. We're embracing the vision and are ready to work with our peers to create real change on the ground to ensure a bright future for threatened forests."

Last week the British retailer installed 24,000 solar panels on the roof of its distribution centre in Castle Donington.

A recent edie feature documented the growing sustainability trend in the fashion world, detailing four ways in which retailers are dealing with the environmental concerns of mass clothing production.

Yesterday for example, French fashion conglomerate Kering teamed up with the London College of Fashion to launch a new sustainable fashion conference, an award for sustainable fashion and a sustainable design course.

Brad Allen


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