Stella McCartney is looking out for the Lorax. Shortly after declaring its intention seek “Wildlife Friendly” certification, the British firm announced Tuesday its commitment to eliminating the use of endangered-forest fibers in its cellulose-based clothing. The latest apparel company to join Canopy Style’s “Fashion Loved by Forest” campaign, which includes brands such as H&M, Zara, and Eileen Fisher, Stella McCartney has pledged to ensure that all its cellulose fibers meet “strict sustainability standards” by 2017.
“Quite simply, we will ensure that the raw materials used to make our viscose do not continue to aid harmful deforestation,” the company says in a statement.
Stella McCartney speaks for the trees in other ways, too. All the wood used in its accessories is Forestry Stewardship Council-certified. “The sustainable forestry certification organizations are dedicated to promoting responsible management of the world’s forests,” the brand says on its website. “Forests provide us with clean water and air, anchor soil in watersheds, and produce fuel, food, medicine, and resources such as timber, as well as being the habitat for the majority of the worlds’ birds and animals. These organizations are work to manage and sustain the biodiversity of the world’s forests, as well as protect the people who live and work within them.”