A series of playfully risque ads called ‘Solutions Are Sexy’ by eco-fashion advocates Canopy, are airing during London Fashion week. They highlight a range of solutions available to brands and consumers to “take the trees out of the shopping spree”. The unconventional ads show that fabrics can be made from discarded textiles, and packaging from waste straw, in order to save trees, shrink landfills, and protect the climate. In 2020, ‘rubbish is the new chic’.
Model – @sistafayah
Materials: Jeans – 77% cotton, 13% refibra, 8% elastin.
Blouse – 63% PIMA/37% refibra
“It’s time to teach our old clothes new tricks,” says Nicole Rycroft, Executive Director of Canopy. “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.”
Image: Model – @sistafayah
Materials: 100% Refibra™ Lyocell.
= 80% tree fibre from Canopy “green shirt” producer, 20% pre-consumer recycled cotton
The ads reveal what Canopy calls ‘the naked truth’ – that Next Generation Solutions are today’s viable alternatives to clothing and boxes made from Ancient and Endangered Forests. They profile Next Gen Solution clothing produced by three CanopyStyle brand partners and unlabeled original designs, as well as straw-waste packaging produced by Canopy’s innovation partners.
Model – @uropaqueen
Materials: Tejidos Royo fabric:
Composition: 60% Cotton , 37% Refibra Lyocell and 3% Elastane
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 on Canopy’s social media channels and be promoted throughout London Fashion Week, where the theme this year is environmental sustainability.
Image: Model – @jenna.l.cross
Dress – 63% PIMA/37% refibra
Jacket – 68% Cotton , 37%
Refibra Lyocell and 3% Elastane
Image: Model – @natashaemmamarie
Tissue made with 100% wheat straw residue left after the grain harvest in NE China by
North American Green Pulp.
50% Circulose® 100% post consumer recycled clothing
50% tree fibre from Canopy “green shirt” producer