EUROPE — PEFC’s Fashion from Sustainable Forests survey… found that 74% of consumers surveyed believe it’s important that clothes made from forest-derived fibres (known as MMCF, which stands for man-made cellulosic fibres) are sourced from sustainably managed forests. But only 25% of those surveyed believe brands are effectively addressing their concerns over the environmental impact of clothing made from these fibres. Some 71% of consumers would like to see a certification label and 59% would be willing to pay more for a garment made from a certified material. …That said, MMCFs are growing in popularity. PEFC said the MMCF market is predicted to grow from 6 billion to 10 billion tonnes over the next 15 years. Regulation means the industry needs to get on board too. The EU’s deforestation regulation (EUDR) is due to be enforced from the start of 2025, but recent research reveals that only 12% of brands currently publish time-bound measurable commitments to deforestation.