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Canopy launches sustainable fashion adverts during London Fashion Week

Tom Shearsmith
18 September 2020

Eco-fashion advocates, Canopy, are to air a series of adverts called "Solutions Are Sexy" during London Fashion Week, highlighting a range of solutions available to brands and consumers to “take the trees out of the shopping spree”.

The unconventional ad campaign shows that fabrics can be made from discarded textiles, and packaging from waste straw, in order to save trees, shrink landfills, and protect the climate.

The ads reveal what Canopy calls "the naked truth" - that Next Generation Solutions are today’s viable alternatives to clothing and boxes made trees. They profile Next Gen Solution clothing produced by three CanopyStyle brand partners and unlabelled original designs, as well as straw-waste packaging produced by Canopy’s innovation partners.

Nicole Rycroft, Executive Director of Canopy, said: “It’s time to teach our old clothes new tricks. This is a turn-around decade for our climate, and the fashion sector doesn’t have to trade-in sexy to do it. Next Generation Solutions are here and ready for the industry to take them to the runway and onto high street. It’s time to slip into something more sustainable.”

Recycling just 25% of the world’s waste cotton into new textiles could replace the 150 million trees currently logged each year to make the 6.5 million tons of viscose produced annually.

Canopy currently works with over 320 fashion and retail brand partners, mainstream viscose and packaging producers, and 25 game-changing technology entrepreneurs to eliminate Ancient and Endangered Forests from the fashion supply chain and bring these Next Generation Solutions to market at scale.

The awareness-raising campaign will run across social media throughout London Fashion Week, where the theme this year is environmental sustainability.

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