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British clothing brands Ted Baker and Asda’s George label are among the latest 45 companies that have pledged to stop sourcing the raw material for their viscose and rayon textiles from ancient and endangered forests.

Also joining the CanopyStyle initiative from environmental not-for-profit Canopy, are Morrisons and Sainsbury’s, which operate the respective Nutmeg and Tu clothing labels.

The latest batch of signatories represents US$104bn annual revenues, $94bn of which is represented by UK brands, and also includes other international companies such as Danish apparel company Bestseller and US fashion business Ralph Lauren. 

“British designers and brands have played a critical role in transforming an unsustainable global supply chain in near-record time,” says Nicole Rycroft, Canopy’s founder and executive director. “In this turn-around decade for our climate and wildlife, iconic British brands are continuing to step up to conserve the world’s ancient and endangered forests and build new circular supply chains for viscose fabrics.”

Other leading UK designer and retailer partners in CanopyStyle include Stella McCartney, Marks and Spencer, Asos, Mantis World, New Look, Selfridges, Tesco, Next, Arcadia/TopShop, and recent additions Burberry and Vivienne Westwood. 

The CanopyStyle initiative now has 259 brand partners representing $370bn in total revenue.

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By GlobalData