Eight Fashion Brands Advance Deforestation-Free Supply Chains

Global brands join Canopy initiatives to protect forests and boost sustainable sourcing.

Eight major brands have partnered with Canopy’s Pack4Good and CanopyStyle programs to eliminate Ancient and Endangered Forests from their packaging and MMCF textile supply chains.

Canopy, a leading environmental non-profit focused on building sustainable solutions, announced that eight brands — Marc O’Polo, Victoria’s Secret & Co., Akyn, Mint Velvet, Spell, OUTnABOUT, DÔEN, and ICICLE — have pledged to eliminate Ancient and Endangered Forests from their paper packaging and MMCF-based textile supply chains*, which include fibres such as viscose and rayon. Their participation in Canopy’s Pack4Good and CanopyStyle programs reflects a growing industry-wide commitment to strengthening supply chain resilience while safeguarding climate-critical forests and global biodiversity. They join hands with Next Gen innovators Red Leaf, Zylotex, and Chempolis, further expanding support for future-ready material solutions.

This development comes at a crucial time when demand for paper packaging — from delivery boxes to gift packaging — and man-made cellulosic fibre (MMCF) textiles continues to rise sharply. Each year, over 3.1 billion trees are felled for packaging alone, with a significant portion sourced from the world’s remaining Ancient and Endangered Forests.

“At Marc O’Polo, our mission is to become the most sustainable version of ourselves — a journey rooted in our heritage of using natural materials and creating timeless design with lasting quality. Joining CanopyStyle and Pack4Good is an important step in advancing that mission,” stated Susanne Schwenger, CPO, Marc O’Polo SE. “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.”

Safeguarding forests remains one of the most cost-effective and impactful climate solutions. Transitioning to Next Gen materials — including wheat straw–based packaging or recycled-material textiles — enables brands to reduce reliance on forest-derived raw materials. This not only helps preserve vital ecosystems but also enhances supply chain stability, reduces waste, and minimizes pollution.

“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 Nicole Rycroft, Founder and Executive Director of Canopy. “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.”

With these eight new additions, CanopyStyle now includes 590 brands collectively representing more than USD 2 trillion in annual revenue, while the Pack4Good initiative has reached 480 partners with combined revenues exceeding USD 403 billion.

Further quotes from participating companies and their Pack4Good and Canopy policy details are available for readers seeking more insights.