Q: How important is viscose to the Stella McCartney brand?
Viscose is one of our most used raw materials for Ready-To-Wear (RTW) – women’s, men’s and kids. We use it to make our iconic “cady” and we blend it with organic cotton to create the lining for all of our outerwear and tailoring.
Q: What is a preferred viscose for Stella McCartney and how do you ensure your products meet this criteria?
We are proud to say that all of the viscose we use comes from sustainably managed and certified forests in Sweden, or sources that have been verified to be free from ancient and endangered forests.
In 2014, we started working with Canopy Planet and we made the commitment to ensure that all of our cellulose fabrics meet strict sustainability standards by 2017. In order to achieve this, we mapped our viscose supply chain to understand the risks, and partnered with suppliers that have full visibility of where their pulp comes from.
We are continuously working together with our suppliers and our production teams to monitor the origins of the viscose and verify sustainability credentials to ensure that no viscose used in our products is contributing to the destruction of ancient and endangered forests.
Q: What is Stella McCartney doing to lead the way in “greening” MMCs?
At the end of 2016, we became the first brand, out of the brands that made commitments with Canopy Planet, to achieve our target while continuing to use viscose. By making and meeting the commitment, we have demonstrated that it is possible to have a fully traceable and sustainable viscose supply chain that originates from certified forests.
Q: What’s next on the viscose sustainability journey?
We are looking into how we can better support conservation solutions and alternative feedstocks.
We are also investing in circular materials as these completely avoid the extraction of resources from our natural environment. This is a very exciting time for technologies that can recycle viscose textiles into virgin fibers and fabrics in a never-ending loop. This cuts down on water use, decreases emissions of carbon and chemicals, and preserves our natural resources.