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‘Surely we are smarter than mowing down 1,000-year-old trees to make T-shirts’ – the complex rise of viscose

You would be forgiven for thinking that your wood pulp top is sustainable. But you might be surprised to hear just how many forests are being felled to make it

It is intended as a one-stop shop for CanopyStyle’s 550 fashion brand members – among them H&M, Stella McCartney and Marks & Spencer – so that they can make informed, ethical purchasing decisions. This lack of transparency, traceability and accountability has happened because “voluntary measures only get you so far, and it hasn’t been mandated by regulations yet”, says Shruti Singh, head of Fashion Revolution India. “Many brands are not prioritising this because they think customers don’t know or care about the issue,” says Julia Kozlik of the Programme for the Endorsement of Forest Certification (PEFC), a Swiss NGO that certifies sustainable forestry used by Fendi, APC and Gant.

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