Our forest-based fibre commitment

Materials such as viscose, modal and lyocell are made from wood pulp derived from trees. The conventional non-certified or non-trademarked versions of these fibres can be a major driver in global deforestation and are often considered poor in controlling chemical use during production. We are already sourcing better alternatives, such as those produced by LENZING™, but as this group of fibres is one of the top five used in our collections, we’re committed to going further. Our goal is to source all our forest-based fibres from a Canopy Hot Button ‘green shirt’ ranked producer by 2022, evident in our collections by 2025. This commitment is cemented through a partnership with Canopy and their CanopyStyle initiative program. In our annual Impact Report, you can read more about our progress towards this goal.


Canopy is a not-for-profit organisation that collaboratively focuses on forest product procurement with the goal of protecting the world’s Ancient and Endangered Forests. Canopy works with the forest industry’s biggest customers and their suppliers to develop business solutions that protect these last frontier forests. Read about our CanopyStyle partnership here.


The following fibres are the certified alternatives that we currently use in the collection and are from a Canopy Hot Button ‘green shirt’ ranked producer. These are listed on the care label of the product.


These are branded fibres from LENZING™ and they are produced using pulp from renewable wood from responsible managed forests. An alternative to conventional viscose, LENZING™ ECOVERO™ fibres generate up to 50% lower emissions and water impact compared to conventional viscose. We use LENZING™ ECOVERO™ fibres in a variety of styles, such as dresses and shirts. Check the care label for the composition.


Branded lyocell fibres from LENZING™, which are extracted from sustainably sourced wood pulp. A renewable raw material that comes from sustainably managed forests. The manufacturing of the fibre generates a lower impact on air emissions and water compared to generic lyocell; the material is produced in a closed-loop production process in which 99% of the natural solvent is recovered and reused and all water is recycled. We use TENCEL™ Lyocell to make a range of styles, including T-shirts, shirts and denim styles. The composition is listed on the care label.


A branded alternative to conventional modal. Wood-based textile fibres from LENZING™, are extracted from naturally grown beech wood from sustainable sources using an environmentally responsible pulp-to-fibre process. This soft-touch fibre is used in T-shirts, sweatshirts and shirts and the fibre percentage is listed on the care label.

Learn more about our mission and values.

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Discover which responsible fibres we’re integrating into our collections – and why.

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Learn about the organic and recycled cotton fibres we’re using in our collections.

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Learn more about the factories and manufacturers that make our clothes.

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