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Fashion Loved by Forests

Levi’s, M&S, Other Brands Pledge Zero-Deforestation Fashion

Fashion Loved by ForestsLevi Strauss & Co., Marks & Spencer, Portico Brands and ASOS have joined Canopy’s Fashion Loved by Forests initiative, committing to ensure their fabric sourcing doesn’t harm endangered forests or contribute to deforestation.

Most rayon, viscose, modal, lyocell and other trademarked cellulosic fabrics start their journey as trees. Canopy’s research has found that ancient and endangered forests are increasingly making their way into clothing.

The nonprofit has also released a report titled A Snapshot of Change: One Year of Fashion Loved by Forest, which highlights key endangered forest “hotspots” that it says should be protected from the impacts of the dissolving pulp and viscose sectors.

As part of the Fashion Loved by Forest initiative, more than 25 brands, retailers and designers, representing more than $75 billion in annual sales, including Zara/Inditex, H&M, Eileen Fisher, Patagonia and Stella McCartney, have committed to eliminate their use of fabrics that contain endangered forest fiber; engage their suppliers to shift away from any endangered forest sourcing, advance long-term conservation solutions and alternative fabric options that are more sustainable such as recycled fabrics or non-wood fibers like straw.


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