Canopy adds eight new fashion partners as industry pressure mounts to protect ancient forests

Environmental non-profit Canopy has expanded its fashion-sector coalition_ adding eight companies to its Pack4Good and CanopyStyle initiatives in a move that underscores the industry_s accelerating pivot toward forest-free materials. Marc O_Polo_ Victoria_s Secret & Co._ Akyn_ Mint Velvet_ Spell_ OUTnABOUT_ DÔEN and ICICLE have all signed on to eliminate Ancient and Endangered Forests from their paper packaging and man-made cellulosic fibre (MMCF) supply chains. They join three next-gen fibre innovators_ Red Leaf_ Zylotex and Chempolis_ broadening the network of companies exploring alternatives to wood-based pulp.

The commitments arrive as global reliance on virgin forests continues to rise. More than 3.1 billion trees are felled each year to produce paper packaging_ according to Canopy_ with a significant proportion sourced from critical forest ecosystems. The appetite for MMCF textiles such as viscose has also grown sharply in recent years_ driven by the expansion of the global fashion and e-commerce sectors.

3.1bn trees felled per year for packaging

For many brands_ the partnership aligns with a broader shift toward supply-chain transparency and the need to future-proof material sourcing. “Joining CanopyStyle and Pack4Good reflects our deep commitment to transparency and traceability_” said Amy Powney_ creative director and founder of Akyn_ noting that protecting vulnerable forests is a natural extension of the brand_s design ethos.

Sustainability commitments are increasingly intertwined with business resilience_ a point echoed by companies exploring next-generation materials_ ranging from agricultural residues to recycled textile pulp. Finnish biorefinery company Chempolis_ one of the innovators joining the network_ highlighted the need for industrial-scale alternatives. “Innovation must serve both industry and the planet_” said CEO Heli Antila_ adding that new biorefining technologies will be key in reducing emissions and easing pressure on wood-based supply chains.

The US brand DÔEN framed its decision as part of a wider effort to embed environmental and social responsibility across its production model. “The fashion industry has a duty to lead with intention_ and that includes ensuring our textiles and packaging do not come at the expense of the world_s Ancient and Endangered Forests_” said Christina Castle_ senior manager of impact and product sustainability.

With the latest additions_ the CanopyStyle initiative now includes 590 brands representing more than 2 trillion dollars in combined annual revenue. Pack4Good has 480 participating companies with collective revenues exceeding 403 billion dollars_ marking significant momentum behind the transition to low-impact packaging and regenerated fibre solutions.

The trend mirrors a wider industry movement toward circular material flows. Several large luxury and mass-market groups_ including Kering_ Inditex and H&M_ are advancing their own forest-free fibre pilot projects and scaling textile-to-textile recycling. Analysts note that such transitions are not only environmentally urgent but increasingly commercially strategic as brands face tightening regulation across the EU_ US and UK.

Nicole Rycroft_ founder and executive director of Canopy_ said the new partnerships reflect a growing global recognition that style and sustainability must evolve together. “Implementing these commitments will help keep the world_s forests standing and accelerate next-gen solutions_” she said.

While the use of recycled fibres and agricultural-waste feedstocks is still nascent_ the growing roster of brands and innovators backing the shift suggests that the market for forest-free fashion and packaging is poised for strong expansion_ a potential turning point for one of fashion_s most resource-intensive material streams.