Packaging Zeitgeist Expands to World’s Endangered Forests and Climate

New Global Initiative Launched to Reduce Packaging’s Heavy Footprint on Forests, Species and Climate

Greensboro, London, Los Angeles, Singapore, Stockholm and Vancouver, October 1st, 2019– New research has found that roughly three billion trees disappear into packaging every year. This sourcing practice leaves in its wake a trail of deforestation, degraded forest ecosystems, threatened species, and an increasingly volatile climate. Now, the days of packaging’s impact on carbon and species rich forests are numbered, with the launch of Canopy’s new Pack4Good initiative. Pack4Good aims to curb the world’s voracious appetite for packaging, and to ensure that shipping boxes, wrappers, disposable cups and other forest-based packaging originate from recycled inputs and Next Generation Solutions rather than the world’s Ancient and Endangered Forests.

Today ten brands, ASOS, H&M, Gina Tricot, HH Global, Kontoor, QLOTHÈ, Reformation, TOMS, VF Corporation and ZILVER are joining forces with award-winning environmental not-for-profit, Canopy, in the Pack4Good initiative that focuses on transforming the impacts of the world’s packaging supply chain on forests.

“Nobody wants packaging made with the habitat of endangered species such as orangutans or caribou anymore than they want a plastic box that threatens dolphins,” said Nicole Rycroft, Founder and Executive Director of Canopy. “That’s why Canopy is partnering with brands on Pack4Good to develop smart solutions that work for business as well as for our planet’s natural systems, climate and species.”

Parallel with its plastic counterparts, paper-based packaging has a crushing footprint on the world’s forests, biodiversity and climate. More than half the paper used globally is for packaging. With the surge of e-commerce and necessary shifts away from plastics, demand for forest/paper-based packaging is growing aggressively, and so is its devastating impact on high carbon forest landscapes and species habitat. Already, 241 million tons of paper packaging is produced annually, and that number is expected to double by 2030. With forests forming 30% of the possible solution to the climate crisis, customers of forest based-packaging are now galvanizing to transform this supply chain.

Tom Byrne, Senior Sustainability Manager, ASOS said: “We’re committed to reducing the impact of our packaging on the environment and currently use 100%-recycled material in our paper-based delivery boxes. However, more must be done. Joining Canopy’s Pack4Good Initiative means we can work closely with Canopy, other global brands and packaging producers to foster innovation in packaging design, maximise the use of recycled content across the industry, and support the development of circular, next generation alternatives to current packaging.”

As part of the Pack4Good initiative, companies have set ambitious goals to help address the world’s climate crisis and wave of species extinctions. Brands are committing to ensure that, by the end of 2022, all of their packaging will be:

  • Designed to reduce material use.
  • Free of Ancient and Endangered forests.
  • Maximizing recycled or alternative Next Generation Solution sourced fibre use, (this includes fibre from agricultural residues or microbial cellulose).
  • Using FSC certified fibre when virgin forest- fibre continues to be used.

Recent years have seen significant shifts in the world’s tolerance for plastic packaging. Pack4Good works synergistically with these efforts to continue to shift the packaging sector to develop radically efficient design and systems and to adopt alternative fibres at a commercial scale. It will also secure protection of forests that have been heavily impacted by pulp and paper production including Canada’s Boreal, the Amazon, Brazil and Indonesia’s rainforests, and the coastal temperate rainforests of the world.

Media Inquiries 

Laura Repas, Canopy +1 416 729 7484

Paul Turner, ASOS

Sanna Franklin, Gina Tricot

Mark Tiedens, HH Global


Julia Burge, Kontoor

Elvynd Soh, QLOTHÈ, +65 93866140

Media, Reformation

Molly Gruzen, TOMS

Molly Cuffe, VF Corporation, +1 303.915.0277

Petra Hosu, ZILVER

About Pack4Good

Pack4Good is a Canopy initiative that enables supply chain transformation by prioritizing use of radically efficient design and systems to reduce use of paper packaging by increasing reusable shipping boxes, maximizing recycled content and kick starting Next Generation Solution alternatives to conventional wood feedstock.

About Canopy

Canopyis a not-for-profit environmental organization dedicated to protecting forests, species and climate. Canopy has collaborated with more than 750 companies to develop innovative solutions, make their supply chains more sustainable and help protect our world’s remaining ancient and endangered forests. Canopy’s partners include H&M, Inditex/Zara, Penguin Random House, Scholastic, Stella McCartney, Target, TC Transcontinental and The Guardian Media Group. Canopy’s work relies on the support of individual donors who share our passion for the planet.


About ASOS

ASOS was founded in 2000 and has become a top fashion destination for 20-somethings around the world. We have more than 85,000 ASOS and branded products on site, with 5,000 new items added each week. We also offer fashion-related content through our websites, mobile apps and our social media accounts, which have more than 23 million followers. We serve our 20 million active customers from fulfillment centres in the UK, US and Europe, delivering ASOS packages to almost every country in the world. ASOS uses 100%-recycled material in its paper-based delivery boxes. Read more about ASOS’ approach to packaging here.

View ASOS’s policy here.


About Gina Tricot

Gina Tricot is a Swedish fashion chain offering exciting, feminine fashion to women in over 30 countries. We don’t complicate things. Our strength has always been keeping things simple, which applies to our designs and working methods alike. We have a passion for fashion, with the goal of offering customers a new and exciting shopping experience. 

View Gina Tricot’ policy here.

About HH Global

HH Global Ltd., founded in 1991, is a leading, strategic marketing execution partner to prominent brands in 44 countries. The company uses people, data and technology to provide customer experience, content development, and outsourced procurement services across multiple marketing delivery channels globally. Every HH Global solution brings deep expertise of over 1300 employees direct to clients by embedding a team on-site in their marketing departments. HHub, a best-in-class marketing technology platform, data analytics capabilities, and an expansive list of suppliers help HH Global teams drive down cost, time to market, improve quality and increase sustainability for its clients. The company also operates HH Labs, the center of its innovation programme, that brings fresh, new ideas to clients. With over $500M of spend under management, HH Global maintains a razor-sharp focus on cost and quality, combined with an industry-leading sustainability program, offering improvements that provide both fiscal and environmental value. For more information, visit

View HH Global’s policy here.


About H&M

H&M Group is a family of brands united by common passions: to make great design accessible to everybody and to lead the way towards a more inclusive and sustainable world. Founded in 1947, H&M Group is today one of the biggest fashion and design groups in the world. We have physical stores in 72 markets and our online store is available in 50 markets.

Our sustainability vision is for the H&M group to lead the change towards a sustainable fashion industry based on a fully circular approach. With customers around the world, we create large-scale demand for sustainable materials and circular solutions. Our long-term approach means we can support innovations and make them scalable while driving increased transparency throughout the value chain.

View H&M’s policy here.


About Kontoor

Kontoor Brands, Inc. (NYSE:KTB) is a global lifestyle apparel company, with a portfolio led by two of the world’s most iconic consumer brands: Wrangler® and Lee®. Kontoor designs, manufactures and distributes superior high-quality products that look good and fit right, giving people around the world the freedom and confidence to express themselves. Kontoor Brands is a purpose-led organization focused on leveraging its global platform, strategic sourcing model and best-in-class supply chain to drive brand growth and deliver long-term value for its stakeholders.

View Kontoor’s policy here.



QLOTHÈ is an independent womenswear label who makes beautifully crafted clothes that don’t kill the planet. The QLOTHÈ design philosophy revolves around creating eclectic, contemporary pieces that come together to tell a story for the people and things that make them possible. She envisions a world where sustainability is inherent to everything we make, and is building a better future through education and conscious design.

View QLOTHÈ’s policy here.


About Reformation

Created in 2009 by Yael Aflalo, Reformation is a revolutionary lifestyle brand that proves fast fashion and sustainability can coexist. Reformation combines stylish, vintage-inspired designs with sustainable practices, releasing limited-edition collections for women who want to look beautiful and live sustainably. A 100% carbon, water and waste neutral company, Reformation infuses green measures into every aspect of the business. From running a sustainable factory in Los Angeles to using deadstock and eco fabrics to tracking the environmental impact of every product, Reformation is committed to pushing the industry forward. The brand has also established itself as a pioneer in retail innovation, developing an in-store tech concept that brings the best of its online experience to its physical doors.

View Reformation’s policy here.


About TOMS

We believe in a better tomorrow, and we have from the start. TOMS pioneered the One for One® model in 2006. Since then, our community has provided shoes, sight, and safe water to more than 94 million people around the world, and 2020 brings us to our biggest milestone yet: 100 Million pairs of shoes given.

Now, our model is evolving. In addition to providing for basic human needs, we’re taking a stand on pressing human issues. And when people wear TOMS, they’re taking a stand too—for the issues of today, and for a better tomorrow.


View TOMS’ policy here.


About VF Corporation

Founded in 1899, VF Corporation is one of the world’s largest apparel, footwear and accessories companies connecting people to the lifestyles, activities and experiences they cherish most through a family of iconic outdoor, active and workwear brands including Vans®, The North Face®, Timberland® and Dickies®. Our purpose is to power movements of sustainable and active lifestyles for the betterment of people and our planet. We connect this purpose with a relentless drive to succeed to create value for all stakeholders and use our company as a force for good. For more information, please visit

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Zilver is a ready-to-wear brand for people who want to dress for the future. Innovative and planet friendly materials and humane production methods add clarity to design. We want our clothes to make you feel at ease and prepared. Every collection is inspired by a zodiac archetype. Founded by designer and creative director Pedro Lourenço, London 2018.

View ZILVER’s policy here.