Eight Global Brands Join Initiative To Cut Deforestation From Fashion And Packaging
Canopy announced that eight new companies have joined its flagship Pack4Good and CanopyStyle initiatives. The latest cohort includes Marc O’Polo, Victoria’s Secret & Co., Akyn, Mint Velvet, Spell, OUTnABOUT, D Ô E N, and ICICLE, all committing to eliminating the use of Ancient and Endangered Forests in their paper packaging and man-made cellulosic fibre (MMCF) textile supply chains.
Their commitment arrives at a time when demand for paper packaging such as delivery boxes and gift packaging and MMCF textiles like rayon and viscose continues to rise. Over 3.1 billion trees are cut down each year just for paper packaging, many sourced from the world’s remaining climate-critical forests. The new signatories join an expanding global movement pushing the fashion industry toward circularity, transparency, and forest protection. They are joined by Next Gen innovators Red Leaf, Zylotex and Chempolis, who are working to scale alternative materials.
Susanne Schwenger, Chief Product Officer at Marc O’Polo SE, emphasized how this step aligns with the brand’s sustainability journey said, “Our mission is to become the most sustainable version of ourselves, a journey rooted in natural materials and timeless design. By joining CanopyStyle and Pack4Good, we’re accelerating our shift to Next Gen fibres and ensuring our packaging and textile supply chains protect Ancient and Endangered Forests. This collaboration helps build a resilient future for fashion, one that safeguards people, animals, and the planet.”
Forest protection remains one of the fastest, most cost-effective strategies to stabilize the climate and slow biodiversity loss. By adopting Next Gen Solutions such as packaging made from agricultural residues like wheat straw, or textiles produced from recycled materials brands can significantly reduce their dependence on forest-derived raw materials, improve supply chain resilience, and cut waste and pollution.
Nicole Rycroft, Founder and Executive Director of Canopy, highlighted the global significance of the new partnerships, “These brands from the U.S., U.K., Germany, China, and Australia reflect the growing momentum to make circularity and forest protection a core business practice in the fashion and lifestyle sectors. Their commitments will help keep the world’s forests standing, accelerate Next Gen innovation, and show that style and sustainability truly go hand in hand.”
With these eight additions, CanopyStyle now counts 590 brand partners representing more than US$ 2 trillion in annual revenue, while Pack4Good has grown to 480 brand partners with collective revenues of US$ 403 billion. The rapid expansion of these initiatives underscores an industry-wide shift toward climate-conscious materials and a more sustainable future for fashion and packaging.
