How The WWF Uses Instagram To Engage Fashionable Eco-Conscious Audiences
The platform is being utilized by Sky Rainforest Rescue for ambassador Lily Cole, who has designed limited edition Veja trainers.
Sky Rainforest Rescue is a partnership between Sky and WWF to help protect one billion trees in Brazil. As part of her work as an ambassador for Sky Rainforest Rescue, the actress and environmentalist Lily Cole has launched her first footwear collection. She has collaborated with the French ecological shoe and accessory brand Veja, who use wild Amazonian rubber on the soles of their trainers to raise awareness of the material's versatility.
The Amazon Rainforest is the only place on earth where rubber trees grow in the wild and their sap can be extracted without damaging the trees. Veja works with local rubber tapping communities, buying the rubber at a price that guarantees a better income for the rubber tappers and enables them to keep the trees standing.