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CanopyStyle Initiative reaches to 170 brands

With the addition of companies Abercrombie & Fitch Co., Allbirds, ELK, Reformation and Selfridges, the Canopy Style initiative has now reached over 170 brand partners. These fashion brands have committed to support the development of a next generation of viscose fabrics that will reduce sourcing from the world’s ancient and endangered forests.

A total of eight companies are already working with Canopy to bring their innovative technologies to market at scale, with next generation enterprises Nanollose and Tyton Biosciences joining the CanopyStyle initiative. 

"By transforming waste into rayon/viscose fibre, we are now able to repurpose what was considered unusable just a few years ago," said Alfie Germano, CEO of Nanollose. "Through CanopyStyle and the support of its brands and associates, development of these next generation solutions is leading the way to a world that consumes less resources along with pioneering new sustainable alternatives that ultimately contribute to the protection of forests, species and the climate." 

"It is with great pleasure that we welcome these new brands to the CanopyStyle family," said Nicole Rycroft, Canopy’s founder and executive director. "Today, many small companies are developing next generation fabrics with technologies that will reuse, reduce or recycle what is now landfilled, burned, or ignored as waste. The growing demand and support of 170 global brands is another promising sign that these alternative fibers will be at commercial scale production in the foreseeable future." 

All partner brands have committed to eliminating their use of ancient and endangered forests, as well as advancing conservation solutions in landscapes of hope such as Sumatra’s Leuser Ecosystem, Vancouver Island’s rainforests and the Broadback Forest in the Canadian Boreal. 

Over the last year, Canopy and its brand, retail and design partners have catalyzed significant transformation of the viscose supply chain. Through work with producers and other industry stakeholders, companies representing 52 per cent of global viscose supply have completed the CanopyStyle Audit process, which assesses supply chain risk, recommends measures to reduce impact on forests and tracks corporate progress on innovative fibres.


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