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Fashion Loved by Forest, Straw Paper makes debut for Corporate Knights Magazine, Nobel Laureate Alice Munro's signed copies of Dear Life, and more...
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Photo: © Gurbir Grewal

CanopyStyle: Follow the Thread from Forests to Fashion

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See related media stories on the CanopyStyle, Fashion Loved by Forest campaign in the following publications:

Eileen Fisher, Patagonia Pledge to Protect Endangered Forests, Ecouterre

Forest Friendly Fashion, The Ecologist

This Season's Hottest Trend: Fashion Protecting Forests, Sustainable Brands

Clothing makers to stop sourcing from endangered forests, The Globe and Mail

Additional media coverage

Recent research has found that the planet’s ancient and endangered forests, from the lush tropical rainforests of Indonesia to Canada’s great northern Boreal Forests, are increasingly being cut down, pulped and turned into fabrics like rayon and viscose. Canopy has documented that fiber from these rare, carbon-rich forests is turning up on the fashion runway and your local shopping mall: in suit jacket linings, dresses, skirts, t-shirts and tank tops. It’s a growing and harmful trend that Canopy is helping brands to understand so they can take action.
 
Cutting ancient trees to produce fast fashion and clothing is a rapidly expanding threat to the world’s endangered forests and the communities and species that depend on them. There is nothing beautiful or fashionable about a slashed or clear-cut forest, not to mention the extinction of precious animals that have lost their habitat. Over the next few decades the use of rayon and viscose in clothing is projected to more than double.  This infographic illustrates how ancient forests become trendy styles.
 

Stripping off the layers: the naked facts

Canopy’s focus is on solutions, but most people do not even know there is a problem yet.  So here it is: forests are cut down, trees are chipped and chemically converted into a toxic slurry of dissolving pulp, then spun into fabrics including rayon, viscose, and trademarked brands to supply the fashion industry. Often, these fibers are marketed as eco-friendly or natural, but the consumer and even the clothing designers and companies we are working with do not know the naked truth.
 
Keep following the threads and Canopy research has uncovered the significant loss of forest habitat, unraveling right back to the world’s most endangered species. Orangutans, Sumatran tigers, grizzly and rare white spirit bears, Boreal songbirds and caribou, are all at risk with their priceless habitat being logged for clothing.
 

Moving forward: join Canopy in starting a new trend

With fashion designers and leading clothing brands, Canopy is working to build awareness around how forest fiber is used in clothing and to develop a pathway for solutions that reduce pressure on the world’s last remaining ancient and endangered forests.  Read more about the CanopyStyle campaign in this News Release.  Take it a step further and sign the CanopyStyle Pledge to support brands that are committed to phasing out the use of fabrics originating from ancient and endangered forests: canopystyle.org/pledge.
 
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Photo: © Corporate Knights Magazine

Corporate Knights Magazine Prints on Straw Paper

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This holiday season, consider a gift to Canadian Heritage: our forests.

Life of Pi is the story of an amazing journey. Canopy’s signed copies of Life of Pi are printed on 30% flax straw and 70% recycled paper. Author Yann Martel envisions straw paper as a novel way to save our forests and provide grain farmers with a means of turning harvest leftovers into a commodity. These books make an amazing literary prize or present, not to mention a gift to Canadian heritage: our forests.
A limited number of signed hardcover editions are available exclusively at:
marketplace.canopyplanet.org.

The latest issue of Corporate Knights Magazine features a Canopy-led innovation, breaking down stories on the business case for printing on straw paper, the opportunity to build a new resource sector in North America and the story behind actor Woody Harrelson’s commitment to growing the straw paper industry. 
 
How did we get there? Ten years ago, Canopy had what many thought of as a crazy pipedream…. To alleviate the stress off our ancient and endangered forests by making paper from straw left over after the food grain harvest rather than from sensitive forest ecosystems. Over the last decade, Canopy has collaborated with Canadian Geographic Magazine, authors Margaret Atwood, Alice Munro and Yann Martel to print on straw-based paper. Collaborating with Prairie Paper, straw copy paper was introduced to Staples, first in Canada and now available across the United States in over 2000 stores.
 
Over 110,000 copies of this latest straw paper magazine were distributed through the Washington Post and The Globe and Mail with celebrity Woody Harrelson adding profile to this remarkable innovative idea that can save our forests.
 
Read the latest issue of Corporate Knights to learn more about how Canopy’s straw paper innovation is going mainstream.
 
Support Canopy’s work on straw paper: limited edition, signed copies of Dear Life and Life of Pi printed on straw-based paper are available in Canopy’s marketplace.
 
Related: read Woody Harrelson’s editorial, “How I joined the paper revolution”, in The Globe and Mail.
 
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Straw-based Folio Sheet Now Available In North America 

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Four of Canopy's leading printer partners, EarthColor, MPH Graphics, Hemlock and Plan It Green Printing are now offering Step Forward PaperTM Professional Grade 60% wheat straw uncoated folio sheet for use by book and magazine publishers and for marketing purposes. 

Markets are being tested across North America include: New Jersey, New York, Texas, California, Toronto, Vancouver and Seattle. This folio sheet is an important part of a longer-term plan by the producer to build a straw paper mill in Manitoba, creating local production capacity for straw pulp and papers.
 
Read the full story:

Canopy Campaign To Save Forests And Build New Green Industry Passes Major Milestone.
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Photo: © Derek Shapton

Alice Munro Stopped the Presses!

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Read more about Canopy's history of working with Alice Munro to help protect ancient and endangered forests.

In 2001, Alice Munro insisted Hateship, Friendship Courtship, Loveship, Marriage be printed on Ancient Forest Friendly paper, making it the first major title to be published on 100% recycled paper in North America – and leading the effort to save our forests.
 
That effort continues as only 70 copies of her last book, Dear Life, have been printed on straw based paper and signed by the Nobel Laureate as a fundraiser for her environmental partner, Canopy, to further preserve our forests.
 
This special edition of Dear Life is available exclusively at marketplace.canopyplanet.org for $1000. Dear Life is printed on paper made with 27% totally chlorine free wheat straw, 9% totally chlorine free Canadian flax straw and 64% post consumer recycled content. 
 
Become the rare owner of this very special book: seize the moment and order now! All proceeds go towards Canopy’s continued forest conservation work and development of alternative paper sources. Learn more about Canopy’s ongoing collaboration with the publishing industry. Read the full story about these limited edition books.
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Canopy Donor Profile: Robert Brown & Nancy Bradshaw

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Canopy is an award-winning environmental not-for-profit organization dedicated to protecting the world’s forests, species and climate.

There are many ways to support our work:

 

Canopy sells stuff. Not a lot of stuff, but some. When we do sell things, we make sure that the offerings are deeply aligned with our mission and mandate to protect the world's forests, species and climate.

Take a look at the products in Canopy's Marketplace.

Robert Brown and Nancy Bradshaw are some of Canopy’s founding monthly donors.  It all started after some informal discussions and walks in the beautiful coastal temperate rainforests near Tofino, British Columbia with Canopy Founder Nicole Rycroft.
 
Robert Brown, a green developer, shifted the focus of his business after some particularly inspiring walks in the forest. Through his conversations with Nicole, Robert realized the negative impact his industry was having on ancient and endangered forests. Until then, he had never thought about the connection between forests and home construction. After becoming a signatory for one of Canopy's first policies, he built his company’s very first green development in Vancouver. A major departure from his other developments, this one ensured that 98% of project materials used were either recycled or FSC certified. Not only was the project a lot of fun, he also shared that it felt good and it did not impact his project timeline or budget. He has since set up a consulting arm to advise other developers on greening their business. Robert became a monthly donor as he is impressed with Canopy’s solutions-focused and collaborative model of change.
 
Nancy Bradshaw was also part of these early discussions in Tofino where she fell in love with Canopy's positive, collaborative and solutions-focused model of change. She sees that people want to do good in the world and since Canopy’s approach acknowledges this inherent belief, this goes a long way towards making a positive impact to transform the way we do business. Nancy was also drawn to the Canopy team’s value of Creative Playfulness when we are at work and when we engage others. From the annual Canopy Crush Award to the prestigious Order of the Forest, Nancy loves that Canopy shares our culture and gets others to join in the fun.  Not surprising that Nancy appreciates our approach - she runs her own consultancy Spark Strategies which focuses on the importance of people and business.
 
Canopy’s work relies on the support of individual donors who share our passion for the planet. Whether it is a monthly donation, one-time gift or a unique item purchased in Canopy’s Marketplace, there are many ways to donate and help Canopy transform business for our planet.
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Values: Canopy’s 2011, 2012 Annual Report

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Follow UsLike Us and our share stories on social media.  Take a look at images that inspire us on Pinterest.

Canopy is on Linked In. Connect with our team and learn more about our work through Canopy’s Company Page. Follow us to keep connected and share your insights on our posts.

Help us spread the word about solutions to protect the world’s ancient forests, climate and species.

Our most significant collaborations and developments for 2011 and 2012 are highlighted in our latest annual report, including:
  • Implementing a groundswell of sustainability initiatives with 32 large players in the North American print and newspaper industries;
  • Creating a power base for environmental change via our green-ribbon CEO initiative, Canopy Club;
  • Producing a North American first with best-selling author Margaret Atwood’s In Other Worlds, printed on flax and wheat straw paper combined with recycled;
  • Advancing a massive upswing in Forest Stewardship Council (FSC) certification in Canada — 34 percent of Canada’s forests are now FSC certified;
  • Encouraging influencers from the North American market to help advance social and conservation priorities in Indonesia; and
  • Negotiating moratoria and substantially reduced logging rates in more than 36 million hectares of Canadian forests. 
The report highlights are framed within Canopy’s core values – giving readers insight on how our corporate culture supports the team to achieve our goals and make significant strides at protecting the world’s ancient and endangered forests. Download the full report.
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Canopy Staff Profile: Dan Howells

A new campaign director based in California joins the Canopy team

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What's your environmental sin? Golf. The huge plots of land transformed into golf courses, the chemicals used to keep them up, on and on. When I tell golf pros what I do they usually tell me how “green” the golf course is which I appreciate. However, I love the game. It doesn’t beat a walk in the woods but it is a time where I let go of my day to day and just play!
 
What do you do when you're not thinking about forests? Spending time with my family as much as possible (unless I’m playing golf of course). I’m newly married and my wife, 4 kids, 2 dogs, 4 chickens and new to us house keep me busy.
 
What do you like most about being an environmentalist? I’m lucky. Really that simple. That I get to do what I do, interact with some of the best people I’ll ever meet, and live for something I truly believe in.
 
What would you change about working with Canopy? I haven’t been here long enough (3 months as of this writing) to really know but we work hard. We also interject lots of play into what we do which is great, but I’d say we need to stop and remember to breathe more frequently.
 
If you were a fortune teller, what would your life look like in 20 years? I’d be living on a small farm with the kids off on their lives, my wife and I and some retired horses or donkeys, probably still have some chickens and dogs, with forests near by for a stroll in the woods.
 
What's your favourite endangered animal? Wolves, easily. I’m a dog at heart and would love to run with the pack.
Canopy Mark



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