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prAna Launches Responsible Packaging Movement to Inspire and Create Industry-Wide Change

August 13, 2020

Media Contact

Julie Campagnoli
JAM Collective

Carlsbad, CA

prAna, creator of the Clothing for Positive Change and a leader in sustainable, outdoor fashion, announced today the Responsible Packaging Movement (RPM), a program to inspire and create industry-wide change. Since 2010, prAna has taken a grassroots approach to reduce plastic and excess waste in its packaging. Now, the brand is taking the next step, pledging to eliminate plastic from its consumer packaging by 2021, the use of Ancient and Endangered Forest by 2022, and to eliminate virgin forest fibers by 2025. With the Responsible Packaging Movement, prAna invites brands and consumers to join in this journey. prAna is pleased to announce that Mara Hoffman, Outerknown, and Toad and Co. have joined the movement at launch along with supporting non-profit partners 5 Gyres and Canopy.

“As a sustainability leader in the apparel industry, we have always looked beyond our products to use our business as a platform for good,” said Rachel Lincoln, director of sustainability, prAna. “We are so excited to launch this movement to bring people together with a platform to share knowledge. The RPM represents the continuation of our journey and our commitment to Clothing for Positive Change.”

When a brand joins the movement, prAna will share its learnings along with resources including prAna’s Responsible Packaging Guides, advice through webinars and email communications, access to industry leaders via roundtable discussions, networking with like-minded brands, and a social media tool kit to guide brands in sharing their progress. 

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’s grassroots approach to reduce plastic in its packaging started in 2010 when a store manager emailed prAna’s corporate office with a photo showing a mound of poly bags and a message, “What do I do with all this?”  Since then, prAna has eliminated more than 17 million poly bags from the supply chain (from 2010-2019).

Brands interested in joining the movement can sign up at 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.


About prAna
Clothing for Positive Change
We inspire you to chase adventure, thrive, and stay active in your unique way. We strive to responsibly outfit those adventures with respect for the planet and its people. We commit to education and exploration in the name of progress so we can all create Clothing for Positive Change. Whether you’re commuting to work or wandering the globe, rest assured we’ve been there and used those moments to design better and sustainably made product.