Brands prAna, Mara Hoffman, Outerknown and Toad & Co launched the initiative alongside non-profits 5 Gyres and Canopy, with the goal of eliminating plastic from consumer packaging by 2021, eliminating use of materials from ancient and endangered forests by 2022, and virgin forest fibres by 2025.

Partners share learnings and resources through webinars and roundtables.

Rachel Lincoln, director of sustainability at prAna said: “This movement started as a spark of an idea and has taken on a life of its own. In a few short months, we’ve found ourselves surrounded with an incredible group of like-minded, global consumer brands from multiple industries. We’ve come together focusing on collaboration over competition.

“Over the next 12 months, we’re focusing on collective content creation and best practice cultivation, as we work to educate and inspire our existing members. Internally we’re excited to dive deep as our brand team works to reach our forest fibre goals.”