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Sunday, April 11, 2021

prAna’s Responsible Packaging Movement Gains Momentum

prAna, the creator of Clothing for Positive Change and a leader in sustainable, outdoor fashion, announced its Responsible Packaging Movement (RPM) has grown to include close to 60 brand partners in the first six months.

The program, developed to inspire and create industry-wide change around responsible packaging, was announced last year alongside launch partners Mara Hoffman, Outerknown, Toad and Co. and non-profit partners 5 Gyres and Canopy.

For more than a decade, prAna has taken a grassroots approach to reduce plastic and excess waste in its packaging. Through RPM, the brand is sharing its learnings and resources with brands that join the movement.

The program provides a collaborative network of like-minded brands, monthly webinars and roundtable discussions with industry leaders, along with a social media toolkit to guide brands in sharing their progress.

“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 by an incredible group of like-minded, global consumer brands from multiple industries. We’ve come together focusing on collaboration over competition,” said Rachel K. Lincoln, director of sustainability at prAna. “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.”

More than two dozen outdoor industry brands have joined prAna and RPM including Bontrager, Burton, Exped, GSI Outdoors, Hoka One One, Jones Snowboards, Kokatat, Krimson Klover, LifeStraw, Merrell, Mizu, Ruffwear, Saucony, Smartwool, TenTree, Tervis, Toad&Co., and Trek.

Sustainability has been a core value of prAna since the brand was founded in 1992. prAna’s commitment to make Clothing for Positive Change reflects the brand’s promise to produce clothing while respecting the planet and its people.

prAna is pledging to eliminate plastic from its consumer packaging by the end of 2021, the use of ancient and endangered forests by 2022, and to eliminate virgin forest fibers by 2025.

With the Responsible Packaging Movement, prAna invites brands and consumers to join. Brands interested can sign up at any time at prana.com/reshape-packaging.

Consumers are encouraged to share ways they are eliminating plastic and virgin-sourced forest fibers from their daily lives on social media using #ReshapePackaging to build awareness.

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