Environmental non-profit Canopy has expanded its fashion-sector coalition, adding eight companies to its Pack4Good and CanopyStyle programmes in a move that signals the industry’s accelerating shift towards forest-free materials. Marc O’Polo, Victoria’s Secret & Co., Akyn, Mint Velvet, Spell, OUTnABOUT, DÔEN and ICICLE have all committed to eliminating Ancient and Endangered Forests from their paper packaging and man-made cellulosic fibre (MMCF) supply chains. They join next-generation fibre innovators Red Leaf, Zylotex and Chempolis, further strengthening the network exploring alternatives to wood-based pulp.
For many of the newly joined brands, participation reflects a broader commitment to supply-chain transparency and sustainable sourcing. Akyn’s creative director and founder, Amy Powney, said the company’s decision “reflected its deep commitment to transparency and traceability,” adding that protecting vulnerable forests aligned naturally with its design principles.
The link between sustainability and business resilience was echoed by several innovators exploring next-generation materials. Finnish biorefinery company Chempolis highlighted the need for large-scale alternatives, with CEO Heli Antila stating that “innovation must serve both industry and the planet,” and noting that advanced biorefining technologies would be essential for reducing emissions and lowering pressure on wood-based supply chains.
US brand DÔEN described its commitment as part of a wider shift to embed environmental and social responsibility across its operations. Christina Castle, the company’s senior manager of impact and product sustainability, said the fashion sector “had a duty to lead with intention,” including ensuring that textiles and packaging did not come at the cost of the world’s Ancient and Endangered Forests.
With the latest additions, the CanopyStyle initiative now includes 590 brands generating over US $ 2 trillion in combined annual revenue. Pack4Good counts 480 participating companies with collective revenues exceeding US $ 403 billion, marking substantial momentum behind the push for low-impact packaging and regenerated fibre solutions.
The trend mirrors the industry’s broader movement towards circular material flows. Major luxury and mass-market groups, including Kering, Inditex and H&M, are progressing their own forest-free fibre pilots and scaling textile-to-textile recycling. Analysts note that such transitions are both environmentally necessary and increasingly strategic as regulations tighten across the EU, US and UK.
Nicole Rycroft, founder and executive director of Canopy, said the new partnerships demonstrated growing recognition that style and sustainability must evolve together. She noted that implementing these commitments “would help keep the world’s forests standing and accelerate next-gen solutions.”
