prAna leading effort to eliminate plastic from consumer packaging
prAna is asking other brands and individuals to join in efforts to eliminate plastic from all consumer packaging by 2021.
This comes after ten years of the yoga, travel and outdoor apparel brand experimenting with the reduction of plastic in its packaging. Since 2010, “we’ve been reimagining product packaging,” the company said, “doing our best to organise an industry-wide shift towards responsibly made options”.
Goals of the “Responsible Packaging Movement” initiative, for which prAna has partnered with nonprofit organisations 5 Gyres and Canopy, also include eliminating the use of materials from ancient and endangered forests by 2022 and virgin forest fibres by 2025.
For brands willing to commit, prAna (which is owned by Columbia Sportswear) said it will provide responsible packaging guides, including distribution and packaging best practices; guidance via webinars and email communications; access to industry leaders via roundtable discussions; networking space with like-minded brands; and a social media tool kit.
“Packaging has been a constant struggle for those building a sustainability framework for their companies and their own personal lives,” according to Mara Hoffman, a founding partner brand. “The long-awaited Responsible Packaging Movement is instrumental in actively eliminating single-use plastic and virgin forest fibre from packaging.
"Accountability is key, action critical. We hope to see many other brands and individuals join this campaign and show that this is a problem that can be addressed, and through collectivism, will be resolved for the planet, its people and all its inhabitants.”
Image: prAna.
