Circulose is joining CanopyStyle and Pack4Good, which are two of Canopy’s sustainable initiatives within the textile sector that aim to preserve climate-critical forests and global biodiversity.
In support of CanopyStyle, Circulose is helping brands substitute virgin materials with its Next Gen alternative, Circulose.
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Crafted entirely from 100% discarded textiles, Circulose is said to serve as a sustainable material option, contributing to a reduction in the fashion industry’s environmental impact.
The timing of this collaboration is crucial as the demand for man-made cellulosic fibre (MMCF) textiles and paper packaging is on the rise.
Annually, more than 3.4bn trees are cut down for these purposes. Forest conservation emerges as an urgent and cost-effective approach to address climate change, preserve biodiversity, and protect our future.
Circulose circular business development and strategy senior director Dr Anna Sammarco said: “Everyone has a role to play, and collaboration is key — but bold action is essential to protect natural ecosystems. A big thank you to Canopy for inspiring action and being such a strong advocate for our planet! Together, we are making a difference with Circulose. A proven product made entirely from discarded textiles that replaces virgin materials at scale. Available globally, this validated material delivers the same look and feel, transforming yesterday’s textile waste into tomorrow’s fashion.”
Moreover, 10 other companies, including Checkpoint Systems, Palouse Fiber Packaging, Medoola, Boden, Nobis, Native Shoes, Bobo Choses, Finisterre, SMCP, and moodytiger, have committed to remove ancient and endangered forests from their textile and paper packaging supply chains.
“We’re thrilled to welcome these fashion brands and innovators into the CanopyStyle and Pack4Good initiatives. Their commitment to working alongside their peers to transform supply chains and embracing circular alternatives is a vital step forward in our collective effort to keep forests standing, species thriving, and carbon safely stored,” added Nicole Rycroft, Canopy’s executive director.
CanopyStyle represents an effort between Canopy and various stakeholders in the fashion industry including designers, retailers and MMCF suppliers to ensure that textiles do not contribute to the destruction of vital forest ecosystems.
Through this CanopyStyle initiative, Canopy works with 500 fashion industry partners to modernise supply chains, reduce corporate risks, promote innovative solutions, and engage in advocacy for forest conservation.
Pack4Good tackles deforestation driven by paper packaging by helping brands minimise their ecological footprint. The initiative encourages industry leaders to innovate beyond traditional packaging methods, promoting solutions that reduce waste and protect forests.
To date, Pack4Good has garnered support from 449 companies with a combined annual revenue exceeding $287.4bn.
Last November, Circulose, formerly Renewcell, named former H&M boss Helena Helmersson as its chairman of the board and McKinsey’s Jonatan Janmark as CEO.
