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Canopy Welcomes 14 Brands and Innovators to Forest Protection Programs

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More than 3.2 billion trees are cut down every year in the name of fashion, and environmental nonprofit Canopy is taking action to protect the world’s most endangered forests.

On Wednesday, the organization welcomed an additional 14 brands and innovators to its CanopyStyle and Pack4Good programs, which promote its “next generation” alternatives for viscose fabric and paper-based packaging. The company reports that CanopyStyle includes more than 482 brand partners, and Pack4Good encompasses more than 272 companies.

“Turning around the current climate reality and biodiversity decline is an enormous challenge—and protecting the world’s forests is the fastest, most effective and cost-efficient strategy to do it,” said Nicole Rycroft, Canopy executive director. “We are so encouraged and inspired to work with these leading brands and innovators who are doubling down to build supply chains for the 21st century and ensure that the world’s forests remain vibrant.”

The programs’ latest brand partners include Amsterdam-based denim label Scotch & Soda, Hugo Boss, The Etam Group, Saltwater Lux and Chaser.

“As a fashion brand, we challenge ourselves every day to minimize our negative impact and adapt best practices in a supply chain that comes with a lot of complexity,” said Jelle de Jong, Scotch & Soda sustainability director. “We embrace the beauty and functionality of fabrics that originate from forests, such as viscose and lyocell, yet acknowledge the impact that those conventional resources have on our ecosystems. Teaming up with Canopy supports us on our journey to do better.”

De Jong added that the brand currently sources 45 percent of its forest-based fibers originating from responsibly managed and certified forests, and commits to source 100 percent from top-ranked producers by 2022, visible in stores by 2025. The effort is part of the brand’s long-term partnership with Trees for All, a “global scope” foundation that has carried out reforestation projects in Central and South America, Africa and Asia as well as in the Netherlands for more than 20 years. In June, the company partnered with Klarna to plant 10,000 trees on behalf of first-time purchases made using the Swedish fintech’s pay-later platform.

Canopy partners with brands to help scale what it calls next-generation solutions, or products that both help create circular products and alleviate sourcing pressures on vital forests. This latest round featured four solutions providers, including The Hurd Co., which engineers man-made cellulosic fiber pulp from 100 percent agricultural waste; Spinnova, which makes textile fiber out of leather, textile or food waste; BastCore, which bridges the gap between farmers growing hemp and industries demanding cost-competitive, sustainably produced raw materials; and Ideps GmbH, which creates innovative chemical solutions for a range of industries including textiles.

Program participants agree to keep their viscose and packaging supply chains free of ancient and endangered forests, maximize recycled and alternative Next Generation fibers and opt for Forest Stewardship Council-certified wood when virgin wood fiber is still in use to ensure that products come from responsibly managed forests that provide environmental, social and economic benefits.

Since its founding in 2000, Canopy has collaborated with more than 750 companies. In the past few months, it has added global heavyweights such as LVMH and its 75 luxury Maisons and sportswear brand Puma, and welcomed 29 new companies to its Pack4Good program.