Jean makers Levi Strauss & Co are following in the footsteps of online fashion brand ASOS and British retailer M&S by making an anti-deforestation pledge.

Yesterday the clothing firm vowed to iron out all material which began life as a tree from endangered woodlands.

Its part of a scheme called Fashion Loved By Forest run by not-for-profit group Canopy which has found ancient and endangered forests are “increasingly” making their way into clothing.

Most rayon, viscose, modal, lyocell and other trademarked cellulosic fabrics come from trees.

Michael Kobori, Vice President of Sustainability for Levi’s said: “Our goal is to ensure no forest-based materials that originate from the world’s ancient and endangered forests enter into our supply chain.”

Less than 5% of the raw materials in Levi’s supply chain come from sources other than cotton, he said, with an “even smaller percent” from forest-based products.

Nicole Rycroft, Executive Director of Canopy added: “The largest and most iconic clothing brands on earth are sending clear signals that are growing in strength and conviction: no more ancient and endangered forest fibre in our fashions.”