Marc O’Polo, Victoria’s Secret & Co., and six other global brands commit to eliminating Ancient and Endangered Forest fibre from packaging and textiles — a promising shift, though real impact hinges on rapid implementation and large-scale adoption.
In a move signalling rising environmental accountability in the global fashion and lifestyle sector, solutions-focused non-profit Canopy today announced that eight brands — Marc O’Polo, Victoria’s Secret & Co., Akyn, Mint Velvet, Spell, OUTnABOUT, DÔEN, and ICICLE — have joined its Pack4Good and CanopyStyle initiatives. The companies commit to phasing out the use of Ancient and Endangered Forests in their paper packaging and man-made cellulosic fibre (MMCF) supply chains, materials commonly used in viscose, rayon, and modal.
They join forces with Next Gen innovators Red Leaf, Zylotex, and Chempolis, who are working to scale alternative, non-forest-based textile and packaging solutions.
Why This Announcement Matters
The pledge comes at a time when the world’s appetite for paper packaging and MMCF textiles is growing at an unprecedented pace. According to Canopy, 3.1 billion trees are felled annually for paper packaging alone — a significant portion sourced from climate-critical Ancient and Endangered Forests across the Boreal, Amazon, and tropical regions.
These forests store massive amounts of carbon, regulate water systems, and host critical biodiversity. Their destruction accelerates climate change and destabilises supply chains dependent on predictable environmental cycles.
Industry Voices Back the Shift
Brands emphasise that sustainability is not just ethical but operationally strategic.
“Joining CanopyStyle and Pack4Good is an important step in advancing our mission,” said Susanne Schwenger, CPO of Marc O’Polo SE, noting that eliminating forest-risk materials strengthens long-term supply resilience. “We can help safeguard climate-critical forests while building a more responsible future for fashion.”
Canopy’s Founder and Executive Director Nicole Rycroft described the expanding coalition as proof of rising global momentum:
“These brands reflect the growing commitment to make circularity and forest protection a core part of business… and demonstrate that style and sustainability go hand in hand.”
Will These Commitments Actually Help Solve the Issue?
Short answer: Yes — but only if the commitments translate into rapid, verifiable action.
Why it helps:
- Shifting to Next Gen materials — such as wheat-straw packaging or recycled-content MMCF — significantly reduces pressure on primary forests.
- Large brands drive market demand, helping scale alternative materials and lower costs for the entire sector.
- Reducing forest-derived materials enhances supply chain resilience by decreasing exposure to climate-related disruptions.
But challenges remain:
- Scaling alternatives is slow
Next Gen fibres represent only a fraction of the current global supply. Scaling production to meet industry-wide demand requires major investment and infrastructure. - Voluntary commitments lack enforcement
Without strict timelines, transparent reporting, and independent verification, many pledges risk becoming symbolic rather than transformative. - The broader industry footprint is massive
Even with these additions, CanopyStyle’s 590 member brands represent only part of the global market. The remaining fashion and packaging sectors continue to rely heavily on virgin forest fibre. - Forest loss is accelerating
Deforestation in climate-critical regions, especially the Amazon and Boreal forests, remains rapid — meaning reductions must outpace losses to be meaningful.
The Bottom Line
The addition of eight influential brands signals growing alignment among fashion and lifestyle companies around forest protection and circular material innovation. With over $2 trillion in combined revenue now backing CanopyStyle, the sector’s capacity to shift markets is significant.
However, solving the crisis of forest degradation demands systemic, sector-wide adoption, stronger regulatory frameworks, and continuous accountability.
These commitments mark meaningful progress — but the real impact will depend on how quickly companies operationalize alternative materials and phase out forest-risk fibres at scale.
If followed through rigorously, initiatives like Pack4Good and CanopyStyle could play a pivotal role in protecting the world’s last remaining Ancient and Endangered Forests — and in reshaping fashion’s environmental footprint for the better.