Ganni, the fashion and lifestyle brand, has announced a new partnership with non-profit organization Canopy to eliminate the use of materials sourced from climate-critical forests in its textiles and paper packaging. The brand’s commitment aligns with Canopy’s CanopyStyle and Pack4Good initiatives, which aim to protect ancient and endangered forests by promoting low-carbon, circular alternatives.

Each year, over 3.4 billion trees are cut down for paper packaging and fabrics like viscose. As part of this partnership, Ganni will transition away from these sources, focusing on Next Generation materials, such as textiles made from recycled fabrics and packaging from agricultural residues.

Ganni joins over 550 brands with CanopyStyle policies and 444 brands committed to Pack4Good, collectively representing more than $1 trillion in market value. This move supports Ganni’s broader sustainability goals as a B-Corp-certified company, aiming for a 50 per cent reduction in absolute carbon emissions by 2027, using 2021 as a baseline.

Lauren Bartley, Ganni’s Chief Sustainability Officer, emphasized that the partnership with CanopyStyle and Pack4Good is a critical move in their strategy to reduce environmental impact. Canopy’s Founder, Nicole Rycroft, noted that the collaboration has the potential to significantly transform the fashion industry’s environmental footprint.

This collaboration marks a significant step in Ganni's efforts to lead a supply chain revolution while ensuring the protection of the world’s vital forests.