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28 April 2014 | Will Green
Fashion house Stella McCartney has vowed to eliminate fibres from endangered forests from its entire clothing collection within three years.
The brand is backing a campaign by non-profit environmental organisation Canopy to reduce the number of trees cut down to produce cellulose fabrics such as rayon and modal.
Canopy said 70 to 100 million trees are cut down each year to make fabrics and a third of the trees come from “ancient and endangered forests” including rainforests in Indonesia and North America.
H&M, Zara and Patagonia are among the brands that have already signed up to the Fashion Loved by Forest campaign.
Canopy said: “The brands will trace their supply chains, increase transparency, eliminate fabric sources that contain endangered forest fibre and advance the conservation of priority threatened forest regions. Clothing brands will transition to wood fibre from FSC-certified plantations as well as support the development and production of sustainable solutions including fabrics made from recycled material and agricultural residues such as straw.”
Nicole Rycroft, executive director at Canopy, said: “We are absolutely delighted Stella McCartney has decided to bring their considerable cachet and reputation for strong social responsibility to Canopy’s efforts to protect the world’s forests, species and climate.”