PEFC launches ‘Fashions Change, Forests Keep’ marketing campaign


PEFC, Programme for the Endorsement of Forest Certification, has launched a new campaign to raise industry awareness of the importance of sourcing materials from sustainably managed forests. The campaign launches a new PEFC collaboration roadmap to help brands and retailers ensure their support and benefits from sustainable forest management.

 

PEFC, the world’s largest forest certification organisation, is launching the campaign to draw attention to the value of sourcing natural forest fibres such as viscose, acetate and lyocell from sustainably managed forests to transform the environmental impact of the fashion industry and support the vitality of the world’s forests.

 

PEFC aims to support and encourage fashion brands and retailers to make responsible procurement choices, drawing on the sustainable management of forests around the world. Natural and renewable forest fibres have a huge potential to help the fashion industry on its sustainability journey, but must be sourced responsibly from a sustainable origin, proved via the PEFC chain of custody certification mechanism.

 

Full details of PEFC’s position and roadmap to a more sustainable future can be found in the campaign brochure, which also outlines how PEFC supports retailers in responding to consumer demand, increasing business resilience and meeting their climate goals.

 

To bring to life how positive choices from the fashion industry can directly support forests, preserve biodiversity and contribute to rural livelihoods, PEFC has worked with paper artist Sam Pierpoint to create a thought-provoking, unique online animation.

 

The ‘Fashions Change, Forests Stay’ world is a detailed and intricate piece of work, expertly hand crafted by Sam Pierpoint with certified paper. The animation scenes unfold with an exploration into the value of forests, before we are taken on a journey to explore the connection between forests and fashion, and the potential for forest fibres to help the fashion industry on its way to becoming more sustainable.

 

PEFC will also release a new white paper, which demonstrates that sustainable forest fibres such as viscose, acetate and lyocell play a vital role in helping fashion brands and retailers meet their commitments to tackling climate change.

 

“By launching the ‘Fashions Change, Forests Stay’ campaign today, we’re hoping to spark a new conversation amongst the fashion industry on the role it can play in protecting the world’s forests which is arguably our best climate change solution,” Ben Gunneberg, CEO of PEFC, said in a press release.

 

“We look forward to work with fashion brands and retailers and help them maximise their impact through sustainable forest management. Together, we can make a difference for the future of the fashion industry, our forests and the world,” Gunneberg said.

Fibre2Fashion News Desk (JL)

PEFC, Programme for the Endorsement of Forest Certification, has launched a new campaign to raise industry awareness of the importance of sourcing materials from sustainably managed forests. The campaign launches a new PEFC Collaboration Roadmap to help brands and retailers ensure their support and benefits from sustainable forest management.

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