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prAna’s Responsible Packaging Movement Inspires Over 100 Brands to Commit to Reduce Packaging Waste

December 1, 2021

Media Contact

Julie Campagnoli
JAM Collective

Carlsbad, CA

prAna, creator of Clothing for Positive Change and a leader in sustainable, outdoor fashion, announced today that its Responsible Packaging Movement (RPM) has reached a significant milestone with over 100 brands joining the movement. The additions of partners such as Sephora, SOREL, Outdoor Research, Trek, HOKA®, and Burton demonstrates the impact the program is having beyond the apparel industry as partners from beauty, tech, bike and outdoor hardgoods sign on. The program, developed to both 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.

“RPM provides a blueprint for how brands can amplify their actions to reduce climate change by creating partnerships and openly sharing best practices in a non-competitive collaborative environment,” said prAna’s Vice President of Product, Brian Thompson. “Alone the impact prAna can make is small, with our RPM partnerships, the impact is far greater.”             

Since 2010, prAna’s grassroots approach to reduce plastic and excess waste in its packaging has helped the brand understand the challenges of overhauling the consumer supply chain to entirely remove plastic from its consumer product packaging, a goal that prAna accomplished starting with its Fall 2021 collection. Through RPM, the brand is openly sharing its learnings and resources with brands that join the movement.

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 the use of Ancient and Endangered Forest by 2022, eliminate virgin forest fibers by 2025, and to produce 100% of its clothing in Fair Trade CertifiedTM Factories by 2028.

With the Responsible Packaging Movement, prAna invites brands and consumers to join in this journey. Brands interested in joining the movement can sign up at any time 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.