jennie sais quoi: December 2014

Here are two news stories that i wrote for a university brief for two different publications (consumer and business). I thought I would share these so you could see what kind of stuff we do and also because I'm quite happy with the way they turned out. I think this is also a really admirable cause and an important piece of news even though it is a bit outdated now. Enjoy!

Peppermint magazine

Canopy initiative protects forests to change course of fashion

As Christmas approaches, we at Peppermint are turning our heads towards new sustainable fashion organizations. With the increasing popularity of sustainable fashion, initiatives such as Fashion Loved by forest are attracting more and more retailers .This effort to stop deforestation has already seized the attention of major brands like H&M and Zara (finally!). By joining in, these retailers are pledging to protect endangered forests which in essence means getting materials from forests that are not endangered. So by 2017, you can be sure that the clothes you buy from the collaborators are in no way harming forests. Yay to quilt-free shopping!

Nicole Rycroft, the executive director of Canopy believes that the change is unavoidable now: "The largest and most iconic clothing brands on earth are sending clear signals that are growing in strength and conviction: no more ancient and endangered forest fibre in our fashions”. As leading designers like Stella McCartney join in, they set an example to their followers and can have a great impact on the course of the fashion industry. The brands collaborating are eager to see changes in the sourcing of materials too: "If we act now we can eradicate deforestation from the supply chains of man-made fibres. We''re embracing the vision and are ready to work with our peers to create real change on the ground to ensure a bright future for threatened forests" says sustainable development manager Fiona Wheatley from M&S. We salute you and your christmas spirit, Fiona!

Business Of Fashion online

Canopy collaborates with H&M and Zara to eradicate deforestation

BY BARCK 23 NOVEMBER, 2014

Not-for-profit organization Canopy has major retailers such as Zara and H&M joining the Fashion Loved by Forest initiative to stop the use of endangered forests for sourcing fabrics.

This effort to stop deforestation has already seized the attention of over 25 retailers. By collaborating with Canopy, these retailers are pledging to protect endangered forests which in essence means avoiding sourcing materials from these forests and getting them from forests certified by Forest Stewardship Council (FSC).

Instead of extracting materials from endangered forests, retailers are pledging to use more manmade fibers such as cellulose. Canopy has found out that less than 20% of ancient forests remain in undamaged areas to contain our biological diversity. Nicole Rycroft, the executive director of Canopy believes that the change is unavoidable now: "The largest and most iconic clothing brands on earth are sending clear signals that are growing in strength and conviction: no more ancient and endangered forest fibre in our fashions”.

Since the initiative was introduced a year ago, retailers have been implementing new purchasing guidelines, obtaining information about the supply chain and developing eco-product lines. The report recently released by Canopy states that it can also have a positive impact on a brand's image and supplier relations. As the combined annual sales of the participating brans is $75 billion, the impact this initiative has on the industry is quite remarkable.

Canopy is already an established company, having 15 years of experience of working with 750 customers to protect forests, but their work is finally reaching the major retailers.