Gap brings its brand cache to CanopyStyle

06 Aug '17
2 min read
Courtesy: GAP
Courtesy: GAP

Canopy has announced that Gap, the largest specialty retailer in the US, is bringing its significant brand cache and market influence to CanopyStyle. Now the fashion industry’s fastest moving environmental initiative has over 100 global brands and designers, pledged to end the use of ancient and endangered forests in rayon and viscose supply chain.

There has been a spike in 2017 in US fashion brands and organisations joining the effort to help conserve the world’s forests, as currently over 120 million trees are logged to make rayon each year.

Gap, which includes the iconic namesake the GAP, as well as Old Navy, Banana Republic, Athleta, and Intermix, announced their Wood-Derived Raw Materials Policy as a key initiative in their efforts to combat global climate change and forest degradation. Gap has committed to work with Canopy, the CanopyStyle brands and global rayon and viscose producers to free the supply chain of ancient and endangered forest fibre from controversial sources.

“With global forests storing more than 700 billion tonnes of carbon, it’s great news that Gap is bringing their five instantly recognisable brands and considerable market share to Canopy’s work to protect the world’s endangered and high carbon value forests,” said Nicole Rycroft, Canopy’s executive director. “We’ve seen a strong surge in US brands taking action to stop their rayon fabrics from contributing to deforestation or forest degradation in 2017 and welcome the Gap to this broader movement of US brands taking climate leadership.”

According to the United Nations, global forests are the second largest storehouse of greenhouse gases and 25 per cent of the global population – 1.6 billion people – depend on forests for their survival and livelihood.

The announcement follows hot on the heels of the partnerships announced between Canopy and the US Fashion Industry Association (USFIA), and its 200 US-based brands as well as large US conglomerate VF Corporation, which includes brands such as the North Face, Timberland and Vans. The collaboration between Canopy, the international not-for-profit organisation, and Gap is the latest milestone in the CanopyStyle movement to ensure that being stylish doesn’t have to cost the earth.

Man-made cellulosic fibres are commonly referred to as either viscose, or as rayon, and encompass rayon, viscose, modal and other trademarked fabrics such as Tencel or Lyocell. (SV)

Fibre2Fashion News Desk – India

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