In 2019, Masai established a partnership with FSC® Denmark to become the first Danish fashion brand ever to seek complete traceability on our main fibre, viscose, from forest to garment. This is achieved through their Chain of Custody certification which traces the journey back to the FSC® certified forest or an otherwise controlled source. FSC® is a global not-for-profit organization dedicated to the promotion of responsible forest management in respect of natural ecosystems, workers and local communities.

The first FSC-certified collection arrived in our stores in August 2020 and Masai is aiming to FSC-certify all viscose by 2025.

For some time now, Masai Copenhagen has been working closely with its suppliers on an ambitious project to gain FSC certification for its entire supply chain with a view to achieving more sustainable viscose.

In September 2019, Masai became the first Danish fashion brand ever to gain FSC certification. In Denmark, FSC certification is best known in the paper, furniture and wood products indu¬stries, but Masai is the first Danish company in the fashion industry to gain certification. It is one thing for Masai’s paper goods to be FSC certified, but the fact that the brand’s wood-based textiles are now also certified is such a significant achievement in the brand’s overall sustainability and CSR strategy because large parts of Masai’s collections are made from wood-based viscose fibres.

FSC certification is an international non-profit labelling scheme for wood and paper. The number of trees felled in an FSC forest is not more than the forest is able to replenish. At the same time, FSC ensures protection for flora and fauna, as well as training, safety gear and decent wages for the people working in forestry.

Masai CSR & Sustainability Manager Sidse Jensen comments on the special determi¬nation behind this: “It matters to us at Masai that our CSR measures are a natural extension of our business, so we take action where it will really make a difference. Up to 60% of our collections are created using wood-based fibres, such as viscose, so this is a very natural focus area for us. Lots of people are involved in processes like this, and it takes passion and pride to tackle a task of this magnitude. Some of our suppliers have been with us since the early years of Masai, and it’s definitely worth emphasi¬sing their part in bringing this about.”

The certification process has been under way at Masai for almost a year. This is just one element of Masai’s CSR initiatives that will be rolled out on an ongoing basis; all are based on the business values at the heart of what the Masai brand stands for in relation to its customers, suppliers and employees.

Loa Dalgaard Worm also highlights the long-range thinking behind Masai’s certifi¬cation by emphasising: “It’s a pity there aren’t more players in the fashion industry thinking about the long term in the way Masai does. Many don’t give enough thought to long-range, sustainable choices. If the fashion industry is serious about stopping climate change and using the planet’s resources more responsibly, now is the time to think outside the box about long-range choices. This includes consi¬dering the textiles we use to make our clothing, and whether they are sustai¬nably sourced. That’s precisely why FSC Denmark hopes Masai can serve as an inspiration to the rest of the fashion industry.”

For further information, please contact Sustainability@masai.dk at Masai Copenhagen and Loa Dalgaard Worm, FSC Denmark