Patagonia has joined the Pack4Good sustainability initiative from Canopy as it seeks next-generation packaging solutions that are made from non-tree sources such as agricultural waste and non-forest alternative fibers. The retailer already uses 100% recycled content for its packaging and catalogs but is seeking solutions that significantly reduce reliance on primary forest resources.
Zara parent company Inditex joined the Pack4Good initiative in June 2024, following the addition of 15 brands, including John Lewis and Pangaia, in April. Collectively, Pack4Good now includes 445 brands generating more than $249 billion in annual revenue.
Patagonia, which has worked with Canopy since 2013, has been a leader in shifting the viscose and rayon supply chain, making it among the first brand leaders to source exclusively from producers rated as “green shirt” in Canopy’s annual Hot Button Report. In May 2022, Patagonia revealed plans to replace multi-card hang tags with ones featuring QR codes, a change that would divert 174,000 pounds of paper waste from ending up in landfills
“We are so pleased to be welcoming Patagonia to the Pack4Good family,” said Nicole Rycroft, Founder and Executive Director of Canopy in a statement. “This commitment comes at a crucial time when the need for low-carbon alternatives to forest-based packaging is more pressing than ever. By supporting the scale-up of next-gen materials, Patagonia is not only contributing to the preservation of ancient and endangered forests, it is leading the outdoor apparel sector toward a more sustainable future.”
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In September 2022 Patagonia Founder Yvon Chouinard transferred the company’s voting stock to two entities, the Patagonia Purpose Trust and the Holdfast Collective, promising to distribute every dollar not reinvested in the company as “dividends to protect the planet.”
