Last updated on April 18, 2014 at 5:30 EDT

The Latest Style Trend: Fashion Protecting Forests

October 31, 2013

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

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

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 canopy@canopystyle.org 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: PR Newswire