Markets working to support sustainable development

Fashion Loved by Forest

Fashion Loved by Forest is a mechanism that unites 20 clothing brands that are committed to sustainability in their supply chains. As part of this, they agree to eliminate materials sourced from ancient and endangered forest, including all their rayon and viscose clothing.

The aim is to help tackle supply chain transparency and, in doing so, send a powerful signal to the logging and pulp sectors that market demands are shifting towards sustainable alternatives.

Each of the clothing brands that sign up to the programme - known as, ‘Champions’ - are committed to:

  •  developing sourcing policies to protect endangered forests.
  •  tracking where their fabric originate from.
  •  eliminating fibre and fabrics from forest hotspots globally.
  •  supporting the development of fibre and fabric solutions.

Furthermore, the Champions must show that they are implementing best practice by signing up to certification schemes, including the Forest Stewardship Council (FSC), PEFC or an equivalent standard. Therefore, compliance is monitored and evaluated externally by these schemes.

Market coverage: 

The twenty clothing brands that have signed up to Fashion Loved by Forest represent $45 Billion in annual sales (June 2014).

Background information: 

The programme was launched in 2014 by Canopy - a Canadian, environmental NGO - in partnership with the clothing brands that developed the purchasing commitments. 

Funding source: 

Funded by Canopy, which in turn receives revenue from various sources, including:

  • Foundations - 49 per cent
  • Individual donations - 15 per cent
  • Corporate donations - 2 per cent
  • In kind donations - 22 per cent
  • Other sources - 12 per cent

(Figures taken from 2012 Annual Report).

Notable information: 

Fashion Loved by Forest is designed according to Canopy's model of change

1. New systems - mechanisms are introduced to reform supply chains

2. Values shift - business and cultural leaders are engaged

3. Market change - collaboration with brands to help them improve their environmental performace

4. Forest conservation - ensure that sustainability advances in the marketplace to establish conservation in the world's endangered and ancient forests.