The CanopyStyle initiative from environmental not-for-profit Canopy encourages fashion brands and retailers to eliminate the use of trees from ancient and endangered forests in their rayon/viscose supply chains. It now has more than 175 participating fashion and apparel brands, including Guess Inc, American Eagle, Abercrombie & Fitch, Selfridges, H&M, Zara/Inditex, Stella McCartney and VF Corp.