Masai Clothing Company are Committed to Protect Forests through Our Fabric, Paper and Packaging Choices

At Masai, we recognize our part in the global effort to preserve our planet for future generations. We are continuously taking steps towards better practices to reduce our negative impact; in everything that we do, we are Committed to Thoughtfulness. With more than 60% wood-based fibers in our collections, our commitment to protect the world’s forests and assure responsible woodfiber sourcing is particularly strong. Masai are committed to protect the world’s forests through our approach to procurement of both fabrics for our collections but also paper articles and packaging.

Forest Certification

Masai believe in certified and controlled sustainability and in strong partnerships with credible and innovative organizations. In 2019, Masai became members of FSC® and certified as the first Danish clothing brand, and in 2020, we connected the first viscose chains through the FSC Chain of Custody certification scheme. In 2020, Masai further made the commitment that by 2022 all our viscose fabrics will be sourced from responsibly managed forests certified to the Forest Stewardship Council® (FSC®) certification system, and where FSC certified plantations are part of the solution.

Conservation of Ancient and Endangered Forests and Ecosystems

As a Canopy Partner and FSC-member, Masai support approaches and systems to build a future that does not use ancient and endangered forests in any cellulosic fiber materials, packaging or paper articles. We commit to influence our supply chains in order to protect the world’s remaining ancient and endangered forests and endangered species habitat. To do this, we will:

  1. Work with Canopy and our suppliers to support collaborative and visionary solutions that protect remaining ancient and endangered forests, as mapped and defined on Forest Mapper
  2. By 2022, pursue viscose and packaging supply chains that are free of ancient and endangered forests, endangered species and controversial sources;
  3. Work to eliminate sourcing from: companies that are logging forests illegally ; tree plantations established after 1994 through the conversion or simplification of natural forests; or areas being logged in contravention of First Nations/tribal/indigenous peoples’ and community rights or from other controversial suppliers
  4. Continuously assess our use of cellulosic fiber materials, packaging and paper;
  5. Engage our suppliers to change practices and re-evaluate our relationship with them, in the event that we should discover that any of our products are sourced from ancient and endangered forests, endangered species habitat or illegal logging



Towards more sustainable and Next Gen fabrics

Masai are moving towards a requirement that our cellulosic material suppliers apply environmentally responsible processes and practices in their fiber production, such as LivaEco, EcoVero or closed-loop processing techniques. By 2021, Masai will have put in place an explicit preference for purchasing cellulosic fiber materials that include a minimum of 50% of such more sustainable and responsible fibers and have developed 2025 procurement targets for cellulosic fiber materials; targets, which will be continuously evaluated against latest fiber and production technologies and updated best practices. Masai will collaborate with Canopy, innovative companies and suppliers to encourage the development of Next Gen fiber sources that reduce environmental and social impacts, with a focus on agricultural residues and recycled fabrics. We will participate in trials where appropriate

Recognizing, Respecting and Upholding Human Rights and the Rights of Communities

As FSC-members and Canopy Partners, Masai request that suppliers respect the Universal Declaration of Human Rights and acknowledge indigenous and rural communities legal, customary or user rights to their territories, land, and resources. To do so, we request that our suppliers acknowledge the right of Indigenous People and rural communities to give or withhold their Free, Prior and Informed Consent (FPIC) before new logging rights are allocated or plantations are developed. We request that our suppliers resolve complaints and conflicts, and remediate human rights violations through a transparent, accountable, and agreeable dispute resolution process.

Pack4Good – Prioritization of Reduction and Reuse

The reduction and reuse of paper articles and packaging is of paramount priority for the protection of the world’s limited forest resources and further has a potential beneficial impact on costs. Therefore, Masai have already taken steps towards better practices by introducing a mix of and recycled paper articles and recycled plastic packaging, and by reducing overall use where possible. Masai have committed to a Reduce and Reuse strategy and will over the next 5 years put in great effort to rethink packaging and implement more circular Next Gen solutions for both shipping, retail and e-com platforms, as well as adopt best practices including researching and applying emerging and circular economy innovations.

Improve Environmental Quality of Packaging and Paper

Masai will collaborate with Canopy, innovative companies and suppliers to encourage the development of Next Gen solutions and packaging and paper that reduce environmental and social impacts, with a focus on agricultural fibers (particularly residues) and recycled content. We will use Canopy’s Ecopaper database and The Paper Steps as a guide for paper and packaging sourcing. To help reduce the footprint of the paper and packaging we use , Masai will:

  • Do an annual evaluation of all of our paper and packaging use in order to identify areas where we can increase paper use efficiencies, reduce paper and packaging basis weights, and save money and resources.
  • Give preference to paper/packaging with high-recycled content, specifically post-consumer waste content reaching an overall recycled fiber content in our papers and packaging of at least 50% average within 2 years;
  • Encourage our suppliers to continuously improve and expand the availability of recycled content in papers/packaging;
  • Source packaging and paper from alternative fibers such as straw or other agricultural residues, when possible;
  • Support research and development of commercial scale production of pulp, paper and packaging from alternative fiber sources such as wheat straw, and other alternative fibers including participation in trials as appropriate.
  • When recycled and next generation alternative fibers are not available, source only FSC-certified virgin fibers for packaging.

We will give purchasing preference to paper and packaging that has been processed utilizing technologies such as chlorine free bleaching , and we will switch to receipts for in-store use that are non-phenol and BPA/BPS free in recognition of the health benefits this will have for our employees and customers.

Promote Industry Leadership

Masai looks to create a positive impact together with our suppliers, partners and customers. As implementation progresses, Masai will work with suppliers, non-governmental organizations, other stakeholders and brands that work with Canopy to support the protection of the world’s forests and particularly ancient and endangered forests, and forward solutions to reduce the demands upon forests. We will also seek opportunities to educate and inform the public on these issues and solutions through our marketing and communications.

Henrik Steensgaard,
CEO Masai Clothing Company


1 Ancient and endangered forests are defined as intact forest landscape mosaics, naturally rare forest types, forest types that have been made rare due to human activity, and/or other forests that are ecologically critical for the protection of biological diversity. Ecological components of endangered forests are: Intact forest landscapes; Remnant forests and restoration cores; Landscape connectivity; Rare forest types; Forests of high species richness; Forests containing high concentrations of rare and endangered species; Forests of high endemism; Core habitat for focal species; Forests exhibiting rare ecological and evolutionary phenomena. Key endangered forests globally are the Canadian and Russian Boreal Forests; Coastal Temperate Rainforests of British Columbia, Alaska and Chile; Tropical forests and peat lands of Indonesia, the Amazon and West Africa. For more information on the location and definitions of ancient and endangered forests, please go to: forestmapper/


3 Legal forest management is management that complies with all applicable international, national, and local laws, including environmental, forestry, and civil rights laws and treaties

4 Plantations are areas planted predominately with non-native trees or other commercial plants. Forests comprised of native species can also be managed as plantations, including via single species plantings on sites that would normally support multiple species, exclusion of other species via herbicide applications, short logging rotations that preclude the development of forest composition and structure, and/or other practices.

5 Agricultural Residues are residues left over from food production or other processes and using them maximizes the lifecycle of the fibre. Fibres used for paper products include cereal straws like wheat straw, rice straw, seed flax straw, corn stalks, sorghum stalks, sugar cane bagasse, and rye seed grass straw. Where the LCA (life cycle analysis) shows environmental benefits and conversion of forest land to on purpose crops is not an issue, kenaf can also be included here. Depending on how they are harvested, fibres for fabrics may include flax, soy, bagasse, and hemp. (Agricultural residues are not from on purpose crops that replace forest stands or food crops).


7 Environmentally friendly fibre sources include: • Post-consumer recycled waste fibre • Pre-consumer recycled fibre • Agricultural residue defined below • Fibre from FSC-certified tenures (no controlled wood from controlled wood tenures)

8 Paper Task Force Report and the Environmental Paper Network Paper Calculator. “The scientific basis for these conclusions is the analysis of the Paper Task Force, a three-year research project convened by Environmental Defense and involving Duke University, Johnson & Johnson, McDonald’s, Prudential Insurance, and Time Inc. The Paper Task Force examined environmental impacts through the full lifecycle of paper, along with economic and functional issues across major paper grades. Its findings were extensively peer-reviewed by scientists, academics, environmental experts, and government and industry representatives.”

9 Unbleached, Process Chlorine Free (PCF) and Totally Chlorine Free (TCF) is preferred with ECF as a minimum.



In autumn 2019, Masai was the first Danish fashion brand to be FSC®-certified. This means that you can now buy clothes from Masai made from wood fibres derived from controlled sources and from sustainable and responsible forestry that respects the biodiversity and the forest's local population.

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