Greenhouse PR recently commissioned Paper artist Sam Pierpoint to create a short paper-cut animation for the PEFC (Programme for the Endorsement of Forest Certification) sustainable fashion campaign.
Greenhouse PR is an award-winning green PR agency that uses the power of communications to deliver positive social and environmental change.
PEFC is a non-profit, non-governmental organization providing third-party international standards and certifications for sustainable forest management. It regroups industry associations, trade unions, nature, and environmental organizations.
The PEFC certification system offers cheaper inspections for small forest owners that want to save forests for the future and protect them against destruction.
The sustainable fashion campaign is called Fashions Change, Forests Stay. It helps connect the fashion industry to sustainably managed forests and the fantastic fabrics that use them as a renewable source of raw materials.
"In this animation, we show the journey from forest to wardrobe, communicating how joining PEFC can benefit the supply chain and fashion brands as well as the natural world. This is a global effort, so we reflected this in the opening scene."
- Sam Pierpoint, paper-cut illustrator and image-maker
Standards like PEFC ensure that textile production uses environmentally friendly, sustainable processes and socially responsible working conditions.
They guarantee that fabric manufacturing has the least possible impact on people, the environment, animals and uses resources responsibly.
Many fibers used in the fashion industry, such as Lenzing EcoVero or MicroModal come from sustainable forest management. They are also biodegradable and compostable.
Austrian company Lenzing uses wood and pulp that comes from natural forests and sustainably managed plantations. The result is an eco-friendly material, one of the most sustainable, ethical, healthy, and safe.
These fabrics contain regenerated cellulosic fibers and have a very soft hand feel and luxurious appearance. Manufacturers use natural and renewable raw materials, filaments of cellulose made of wood pulp extracted from trees.
Fiber production is, however, often associated with massive deforestation and isn't eco-friendly in many cases. That's why it's crucial to stop forest destruction and human rights abuses.
Many fabrics made of cellulose come from logging in tropical rainforest areas. Every year, 120 million trees are logged to create textiles, including rayon, viscose, modal, and other trademarked textiles.
Producers worldwide need to use sustainable wood and implement responsible pulp sourcing practices.
About the Author: Alex Assoune
Alex Assoune (MS) is a global health and environmental advocate. He founded Panaprium to inspire others with conscious living, ethical, and sustainable fashion. Alex has worked in many countries to address social and environmental issues. He speaks three languages and holds two Master of Science degrees in Engineering from SIGMA and IFPEN schools.