PrAna initiates responsible packaging movement

24 Aug '20

2 min read

Pic: Prana

PrAna, creator of the Clothing for Positive Change and a leader in sustainable, outdoor fashion, has unveiled the Responsible Packaging Movement (RPM), a programme to inspire and create change towards eliminating plastic from consumer packaging. Since 2010, prAna has taken a grassroots approach to reduce plastic and excess waste in its packaging.

Now, the brand has taken the next step, pledging to eliminate plastic from its consumer packaging by 2021, the use of ancient and endangered forest by 2022, and to eliminate virgin forest fibres by 2025.

With the Responsible Packaging Movement, prAna invites brands and consumers to join in this journey. Mara Hoffman, Outerknown, and Toad and Co have joined the movement at launch along with supporting non-profit partners 5 Gyres and Canopy.

“As a sustainability leader in the apparel industry, we have always looked beyond our products to use our business as a platform for good,” said Rachel Lincoln, director of sustainability, prAna. “We are so excited to launch this movement to bring people together with a platform to share knowledge. The RPM represents the continuation of our journey and our commitment to Clothing for Positive Change.”

When a brand joins the movement, prAna will share its learnings along with resources including prAna’s Responsible Packaging Guides, advice through webinars and email communications, access to industry leaders via roundtable discussions, networking with like-minded brands, and a social media tool kit to guide brands in sharing their progress.

PrAna’s grassroots approach to reduce plastic in its packaging started in 2010 when a store manager emailed prAna’s corporate office with a photo showing a mound of poly bags and a message, “What do I do with all this?” Since then, prAna has eliminated more than 17 million poly bags from the supply chain (from 2010 to 2019).

Fibre2Fashion News Desk (SV)

More Apparel/Garments News - United States Of America...