G-Star Raw is making like a tree and leaving—deforestation-promoting fabrics, that is. The Dutch denim brand, which previously collaborated with “Happy” hitmaker Pharrell Williams on an line of ocean-plastic-derived apparel, has pledged to use only forest-friendly fibers in its rayon and viscose clothing. With guidance from Canopy, a forestry nonprofit whose “Fashion Loved by Forest” campaign has earned the support of retailers such as Eileen Fisher, H&M, Levi Strauss, and Patagonia, G-Star says it will work to eliminate any wood-based fibers from illegally logged sources, ancient and endangered forests, and any species listed in the IUCN Red List as critically endangered, endangered, or vulnerable.
Rayon, viscose, modal, and other cellulosic fibers are increasingly made from the world’s most endangered forests, according to Canopy. From the lush rainforests of Indonesia to Canada’s great northern boreal forests, 70 to 100 million trees are logged annually to produce pulp for fabric for dresses, skirts, tank tops, yoga wear, and suit-jacket linings.
G-Star says it will prioritize recycled and Forest Stewardship Council–approved wood products.
“Even though our main raw material is cotton, we are aware of the growing use of forest-based fabrics in apparel supply chains,” the brand said in a statement. “G-Star is committed to ensure that the raw materials used in our products are manufactured in a responsible way that preserves natural resources and respects human and animal rights.”