Eight clothing brands are teaming up to remove materials linked to ancient and endangered forests from their packaging and textile sourcing. The companies — Marc O’Polo, Victoria’s Secret & Co., Akyn, Mint Velvet, Spell, OUTnABOUT, DÔEN, and ICICLE — are partnering with environmental nonprofit Canopy through its Pack4Good and CanopyStyle initiatives. The goal is to shift away from wood sourced from high-risk forests and toward more sustainable materials.
What’s Related
Canopy says demand for paper packaging and textiles made from wood pulp is rising quickly. More than 3 billion trees are cut down each year just to produce paper packaging, and many of those trees come from the world’s last remaining ancient and endangered forests.
“At Marc O’Polo, our mission is to become the most sustainable version of ourselves,” said Susanne Schwenger, CPO at Marc O’Polo SE. “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.”
There’s also growing interest in materials that don’t rely on forest sourcing. Canopy says next-generation options like wheat-straw packaging and recycled fabrics can help ease supply chain pressure and reduce waste.
“These brands from the U.S., U.K., 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,” said Canopy Founder Nicole 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.”
For fashion and retail supply chains, sourcing decisions are becoming more strategic. More brands are moving away from forest-based materials to protect supply chains, reduce risk, and respond to growing customer and regulatory expectations.
