Materials such as viscose, modal and lyocell are made from wood pulp derived from trees. The conventional non-certified or non-trademarked versions of these fibres can be a major driver in global deforestation and are often considered poor in controlling chemical use during production. We are already sourcing better alternatives, such as those produced by LENZING™, but as this group of fibres is one of the top five used in our collections, we're committed to going further. Our goal is to source all our forest-based fibres from a Canopy Hot Button 'green shirt' ranked producer by 2022, evident in our collections by 2025. This commitment is cemented through a partnership with Canopy and their CanopyStyle initiative program.
Our forest-based fibre commitment
Canopy is a not-for-profit organisation that collaboratively focuses on forest product procurement with the goal of protecting the world's Ancient and Endangered Forests. Canopy works with the forest industry's biggest customers and their suppliers to develop business solutions that protect these last frontier forests. Read about our CanopyStyle partnership here.
ROADMAP TO 2025
Like other materials, the design and sourcing stage is where we work with our suppliers to source better fibre alternatives to conventional ones, such as TENCEL™ ECOVERO (viscose) or TENCEL™ Lyocell. To be able to offer each and every design or technique in a suitable alternative quality takes time, research and innovation. We work closely with our suppliers and have set a roadmap to monitor our progress and goals to transition towards our end objective of sourcing all forest-based fibres from a Canopy Hot Button 'green shirt' ranked producer by 2022, evident in our collections by 2025. When selecting a 'green shirt' producer, we take into consideration the criteria of chemical management to limit impact and recover substances.
The following timeline details the percentage we will reach per year that is visible and traceable in our collections, based on the total volume of forest-based fibres per year.
- 2021: 45% – our current position
- 2022: 60%
- 2023: 75%
- 2024: 90%
- 2025: 100%
The following fibres are the certified alternatives that we currently use in the collection and are from a Canopy Hot Button 'green shirt' ranked producer. These are listed on the care label of the product.
These are branded fibres from LENZING™ and they are produced using pulp from renewable wood from responsible managed forests. An alternative to conventional viscose, LENZING™ ECOVERO™ fibres generate up to 50% lower emissions and water impact compared to conventional viscose. We use LENZING™ ECOVERO™ fibres in a variety of styles, such as dresses and shirts. Check the care label for the composition.
Branded lyocell fibres from LENZING™, which are extracted from sustainably sourced wood pulp. A renewable raw material that comes from sustainably managed forests. The manufacturing of the fibre generates a lower impact on air emissions and water compared to generic lyocell; the material is produced in a closed-loop production process in which 99% of the natural solvent is recovered and reused and all water is recycled. We use TENCEL™ Lyocell to make a range of styles, including T-shirts, shirts and denim styles. The composition is listed on the care label.
A branded alternative to conventional modal. Wood-based textile fibres from LENZING™, are extracted from naturally grown beech wood from sustainable sources using an environmentally responsible pulp-to-fibre process. This soft-touch fibre is used in T-shirts, sweatshirts and shirts and the fibre percentage is listed on the care label.