The Latest Style Trend: Fashion Protecting Forests

EILEEN FISHER, Quiksilver, prAna, Patagonia, and lululemon athletica join forces with Canopy to stop the world's endangered forests from being logged for clothing

NEW YORK, VANCOUVER and LOS ANGELES, Oct. 31, 2013 /PRNewswire/ - An exciting and innovative development in global forest conservation and fashion sustainability is being unveiled today in North America's style capital. Visionary fashion industry leader EILEEN FISHER and award winning environmental organization Canopy are announcing a new partnership that will see them follow the thread that leads directly from the world's runways to our last remaining intact forests. These new efforts set the apparel sector and Canopy on a path to bolster protection of ancient and endangered forest ecosystems. Also at the helm of this compelling campaign to raise awareness and work towards solutions are cutting-edge sustainability frontrunners Quiksilver, prAna, Patagonia and lululemon athletica along with 14 progressive designers.

Fashion frequently has an environmental cost that doesn't show up on the price tag. Canopy research has found that the planet's ancient and endangered forests, from the lush tropical rainforests of Indonesia to the great northern boreal forests, are increasingly being cut down and pulped to make fabrics like rayon and viscose. The forest conservation organization has documented fiber from these rare forests turning up in suit jacket linings, dresses and skirts, t-shirts and tank tops. It's a growing and harmful trend.

In another step forward on sustainability, EILEEN FISHER, Quiksilver, prAna and Patagonia are the first to begin working with Canopy to tackle the problem. These companies have developed purchasing policies to help eliminate the use of endangered forest fiber, are engaging their suppliers to further understand their supply chain, supporting research and development of solutions such as recycled viscose and have committed to partner with Canopy in raising awareness of the link between fashion and forest conservation.

"At EILEEN FISHER, honoring the earth and its connection to human well-being is a company priority," said Amy Hall, Director of Social Consciousness. "The current role of fashion in forest depletion is alarming but we know designers and leading fashion houses can make a difference. Working with Canopy to address our use of forest fiber, develop mechanisms to ensure our fabrics are free of endangered forests and to craft long-term solutions for sustainable fabric sourcing are the first steps in turning the tide for the world's rare forests."

"Canopy is thrilled to be working with these conscientious leaders of the clothing industry," said Nicole Rycroft, Canopy Executive Director. "Their actions are setting a new bar for sustainability within the sector and inspiring other large global players. That's good news for the world's forests, species and climate. And for those of us who love both fashion and our planet, we can finally wear our green heart on our sleeve."

Cutting ancient trees to produce more and more clothing is a rapidly expanding threat to the world's endangered forests and the communities and species that depend on them. Last year, an estimated 70 million trees were cut for fabric production and it is projected to double in the next 20 years.

"At Quiksilver, we are substantially investing in socially responsible efforts. Like our consumers, we believe we have a responsibility to leave the natural environment in a better way than we find it today" said Nick Drake, Chief Marketing Officer of Quiksilver, Inc.  "We are proud to be launching our initiative to eliminate endangered forest from our products and look forward to implementing our policy with integrated solutions and product lines we have been championing including recycled fabrics".

Designers, apparel brands, retailers, trendsetters and fashionistas all have a role to play in protecting the planet's forests and climate and assuring a brighter future for the animals that live in our forests like bears, tigers, Woodland caribou and orangutans.

To find out more or join the campaign contact [email protected] or go to www.canopystyle.org

Detailed background information on fashion and forest links available here

B-Roll available here

Still photos available here

ABOUT CANOPY - Canopy is a not-for-profit environmental organization dedicated to protecting forests, species and climate. Canopy collaborates with more than 700 companies to develop innovative solutions, make their supply chains more sustainable and help protect our world's remaining ancient and endangered forests. Canopy's partners include Sprint, EILEEN FISHER, TC Transcontinental, Quiksilver, Random House/Penguin, The Globe and Mail, Scholastic and Lonely Planet. Canopy's work relies on the support of individual donors who share our passion for the planet.

ABOUT EILEEN FISHER - With over 60 stores throughout the country, EILEEN FISHER has been creating effortlessly chic clothes for women nationwide for the past 30 years. Designed with pure shapes and fine fabrics, EILEEN FISHER offers sophistication, comfort, and style that lasts. As a socially conscious company, the brand also supports global initiatives that empower women and girls, and serves as a pioneer in eco-friendly fashion. For more information, please visit eileenfisher.com

SOURCE Canopy