Ganni ‘Keeps Forests Standing’ with Canopy

Ganni wants to keep forests standing.

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In an effort to ensure ancient and endangered forest fibers are not used within the Danish It Girl brand’s fabric and paper packaging supply chains, Ganni has joined environmental nonprofit Canopy’s Pack4Good and CanopyStyle initiatives. In joining these enterprises, the B Corp committed to shifting to using more environmentally and socially beneficial fabrics and paper packaging as well as incorporating more next-gen materials (those made with recycled textiles or agricultural residues ) when possible.

Preserving forests is, per Canopy, one of the fastest and most cost-effective ways of combating climate change. Yet over 3.4 billion trees are logged to make paper packaging and fiber like viscose . Thus, this shift away from climate-critical forest sourcing is  “critical” to transforming the global apparel industry into a “ force for good ,” the Polybion partner said.

“Ganni is thrilled to join the CanopyStyle and Pack4Good initiatives as part of our ongoing effort to become the most responsible versions of ourselves,” said Lauren Bartley , Ganni’s chief sustainability officer. “We’re proud to collaborate with Canopy in leading a supply chain revolution that ensures the world’s most vital forests remain intact.”

Ganni joins over 550 fashion brands and retailers, including Stella McCartney and Everlane , collectively representing more than $1 trillion in market value, with CanopyStyle policies in place.

While CanopyStyle has been in place since 2013, Pack4Good was launched in 2019 and currently has 444 members—worth $249 billion in annual revenue, according to Canopy—committed to reducing material use by maximizing recycled and alternative fibers . Now, Ganni joins brands, including Kering and Pangaia , to “support approaches and systems to build a future that does not use ancient and endangered forests in the packaging, paper or in man-made cellulosic fabrics ,” per the signed pledge. This includes rayon, lyocell and modal as well as viscose , among other trademarked brands.

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Over the next year, Ganni will “prioritize the development of a reduction and reuse strategy,” the pledge—signed by material innovation lead Julie Verdich on behalf of Ganni—continued. This includes sourcing and designing reusable shipping boxes, designing and implementing e-commerce, shipping, display and wrapping systems that minimize the use of paper, utilizing reusable packaging systems for intra-business use, increasing the use of digital communication, marketing and accounting systems, and adopting best practices including researching and applying emerging and circular economy innovations.

“In 2024, Ganni will put in place a preference for purchasing man-made cellulosics products that include minimum of 30-50 percent of these next-gen fiber sources and develop a 2025 procurement target for these closed-loop solutions based on viscose fiber producer innovation,” the pledge said.

The Fabrics of the Future firm will also collaborate with Canopy and other relevant players to encourage the development of next-gen materials (like hemp stalks or tomato stems), participating in trials “where appropriate.”

“By joining the CanopyStyle and Pack4Good initiatives, Ganni aligns itself with fashion’s most progressive players,” said Nicole Rycroft , founder and executive director of Canopy. “Together, we have the potential to scale low-impact, next-gen solutions to preserve forests and transform the environmental impact of the fashion industry.”

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