A new alliance of eight fashion brands has embraced Canopy’s Pack4Good initiative, part of a broader effort to safeguard climate-critical forests and enhance global biodiversity.
The brands participating in this initiative include Marc O’Polo, Victoria’s Secret & Co., Akyn, Mint Velvet, Spell, OUTnABOUT, DÔEN, and ICICLE, along with innovators Red Leaf, Zylotex, and Chempolis.
Nicole Rycroft, the founder and executive director of Canopy, stated: “These brands from the US, UK, Germany, China, and Australia reflect the growing global momentum to make circularity and forest protection a core part of business in the fashion and lifestyle sectors.”
According to Rycroft, “Implementing their commitments will help keep the world’s forests standing, accelerate the scaling of Next Gen Solutions, and demonstrate that style and sustainability go hand in hand.”
Canopy’s Pack4Good initiative is focused on eliminating the use of materials obtained from Ancient and Endangered Forests in man-made cellulosic fibers (MMCF) textiles, such as rayon and viscose, as well as in paper-based packaging.
This announcement arrives as global demand for both MMCF textiles and paper packaging, including delivery and gift boxes, continues to rise.
Canopy reveals that more than 3.1 billion trees are harvested each year solely for paper packaging production, with many sourced from the world’s remaining Ancient and Endangered forests.
By using textiles made from recycled materials, brands can lessen their reliance on forest materials, thus creating more stable and resilient supply chains while reducing the pressure on vital forests and minimizing waste and pollution.
Susanne Schwenger, Chief Product Officer of Marc O’Polo, expressed: “Joining CanopyStyle and Pack4Good is an important step in advancing that mission. By working to eliminate Ancient and Endangered Forests from our packaging and textile supply chains and accelerating the shift to Next Gen fibres, we can help safeguard climate-critical forests while building a more resilient, responsible future for fashion. We are proud to collaborate with Canopy to drive meaningful change for people, animals, and the planet.”
With these additions, the CanopyStyle initiative now consists of 590 brands that collectively generate over $2 trillion in annual revenue. The Pack4Good initiative has expanded to include 480 brand partners, representing more than $403 billion in annual revenues.
Earlier this year, textile manufacturer Circulose also joined Canopy’s Pack4Good initiative, reinforcing the movement toward sustainability in the fashion industry.
