Danish clothing brand Ganni and sustainable footwear firm Allbirds have become the latest companies to join Global Fashion Agenda’s new Associate Partners circle, supporting the organisation’s mission to make the fashion industry sustainable.

Global Fashion Agenda (GFA) aims to mobilise the global fashion system to change the way fashion is produced, marketed and consumed. The forum, known for organising the annual Copenhagen Fashion Summit and the yearly industry report Pulse of the Fashion Industry, collaborates with a group of strategic partners including Kering, H&M, Target, Bestseller, Li & Fung and the Sustainable Apparel Coalition (SAC) on setting a common agenda for focused industry efforts on sustainability in fashion.

In February, the organisation revealed G-Star Raw, Crystal International, Erdos Group, Everlane and Selfridges Group as the initial members of its Associate Partners group. These are handpicked companies dedicated to improving their sustainability performance or that are demonstrated leaders in sustainability.

Distinguished for its environmentally-friendly footwear, Allbirds utilises new proprietary sustainable materials, including eucalyptus fibre and SweetFoam, which is derived from renewable sugarcane.

While Ganni, an advanced contemporary brand, is committed to reducing its carbon footprint amongst 25 other sustainable initiatives and is transparent about its conscious efforts to adopt more sustainable practices.

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Acting as a secondary sounding board to Global Fashion Agenda’s strategic partners, the Associate Partners offer another perspective on sustainability as they vary in market segments, target demographics and product offerings, to further represent a range of different business demands across the value chain. The brands will partake in shaping the global sustainability agenda by providing feedback and input on initiatives, content and policy developed by Global Fashion Agenda and its strategic partners.

“Sustainability is an issue that can’t be ignored and it’s crucial that the industry comes together to take immediate action,” says Eva Kruse, CEO and president of Global Fashion Agenda. “Bringing sustainable shoe brand Allbirds and fafashion-forward Ganni on board will expand and diversify our Associate Partners circle. I am looking forward to drawing on their feedback to drive our sustainability agenda forward.”