Paka Sets Ambitious Sustainability Benchmark to Reach 90 Percent Natural Fiber Composition by 2035

As the sustainable apparel industry navigates a complex transition away from petroleum-based synthetics, B Corp-certified brand Paka has officially announced a transformative roadmap to mark its 10th anniversary. The company, which gained initial traction through its specialized use of alpaca fiber, has set an ambitious corporate mandate: by 2035, more than 90 percent of all raw materials utilized across its entire product catalog must be derived from natural or plant-based sources. This strategic shift represents a significant escalation in the brand’s commitment to ecological stewardship, moving beyond its foundational alpaca-based identity to encompass a broader spectrum of regenerative and sustainable textile inputs.

The announcement, detailed in a comprehensive manifesto regarding the company’s "next chapter," comes at a time when the global textile industry faces mounting pressure from regulatory bodies and environmentally conscious consumers to reduce the prevalence of microplastic-shedding synthetic fibers. For Paka, the transition is both an ethical commitment and a technical challenge that requires rethinking the structural composition of its most iconic products.

A Decade of Growth: From Andean Roots to Global Scale

The genesis of Paka is a narrative of serendipity and cultural preservation. The company’s story began in 2015, when founder Kris Cody, then on a gap-year backpacking trip through South America, sought shelter from the harsh elements of the Andes. It was during this journey that he encountered the work of Gregoria Yucra Chamb, a weaver from the Peruvian Quechuan tribe. The resulting garment—a sweater that combined unparalleled warmth with natural moisture-wicking properties—served as the catalyst for a business model predicated on indigenous craftsmanship and high-performance natural fibers.

By 2016, the company was officially incorporated, though its real-world viability was proven in 2017 via a highly successful Kickstarter campaign. Seeking to raise $20,000 to bring Andean-made alpaca apparel to the global market, Paka far exceeded its target, securing over $347,000 in pledges. This early success underscored a significant market appetite for high-performance, ethically sourced, and transparently manufactured apparel.

The subsequent decade saw the brand expand from a boutique sweater producer to a comprehensive lifestyle label. Today, its portfolio includes intimate apparel, performance-focused hoodies, and various accessories. This diversification, however, introduced complexity into the supply chain, as different product categories required specific durability standards that were historically satisfied by blending natural fibers with synthetic reinforcements like nylon or polyester.

The Technical Challenge: Bridging the Gap to 90 Percent

Currently, Paka’s material portfolio sits at approximately 70 percent natural and plant-based fiber. Closing the remaining 20 percent gap to reach the 90 percent target by 2035 is an objective that requires significant investment in material science and supply chain development.

The difficulty of this task is best exemplified by the company’s flagship item: The Hoodie. Despite its reputation for being a natural-fiber product, the current iteration contains roughly 35 percent recycled nylon. This inclusion is common in the outdoor apparel industry, where synthetic fibers are often utilized to increase the longevity of garments, improve elasticity, and maintain structural integrity during heavy use.

"Replacing certain materials without compromising performance won’t be easy, but we believe we can get there and are going to keep pushing ourselves to figure out how," CEO Kris Cody stated. The roadmap to success, according to company disclosures, involves a pivot toward high-performance natural alternatives, specifically regenerative pima cotton and hemp. These materials offer the potential to provide the necessary tensile strength and comfort required for modern apparel without the carbon footprint associated with virgin or even recycled synthetics.

Establishing a Four-Pillar Sustainability Framework

To achieve these long-term targets, Paka has formalized a four-pillar operational framework that will dictate its procurement and production strategies moving forward:

1. Source Integrity: Prioritizing direct relationships with the origin points of raw materials, ensuring that every fiber can be traced back to its environmental and social point of origin.
2. Strategic Partnerships: Collaborating exclusively with farmers, weavers, and craftspeople who adhere to regenerative and ethical labor practices.
3. Radical Traceability: Implementing digital tools to provide consumers with full transparency regarding the supply chain.
4. Community Reinvestment: Ensuring that the economic benefits of the brand’s growth are shared with the indigenous communities that have stewarded these fiber traditions for thousands of years.

The most notable application of this framework is the company’s 2024 launch of a comprehensive traceability program. Each product now features a QR code on its hangtag. When scanned, this code provides the end-user with the precise geographic coordinates of where the raw fiber was sourced, effectively bridging the distance between the urban consumer and the Andean alpaqueros who raise the livestock.

Industry Context: The Shift Toward Regenerative Agriculture

Paka’s pivot toward regenerative pima cotton and expanded natural fiber sourcing reflects a broader trend in the fashion industry. According to data from the Textile Exchange, the industry is increasingly moving away from a "less bad" approach—which focuses on minimizing harm—to a "regenerative" approach, which seeks to actively restore soil health and biodiversity through agricultural practices.

The implications of this move are significant. By prioritizing regenerative fibers, Paka is insulating itself against the volatility of the petroleum market, which dictates the pricing and availability of synthetic fibers. Furthermore, by formalizing its commitment to 2035, the company is positioning itself as a leader in the circular economy movement. Analysts note that as global regulations—such as the European Union’s Strategy for Sustainable and Circular Textiles—begin to take effect, companies with transparent, natural-fiber-heavy supply chains will likely face fewer hurdles regarding extended producer responsibility (EPR) and environmental reporting requirements.

Analyzing the Path Ahead: Potential Obstacles and Opportunities

While the goal is clear, the path to 2035 is fraught with systemic challenges. The primary obstacle is scale. Scaling the production of regenerative cotton and high-quality alpaca wool without compromising the livelihoods of smallholder farmers requires a delicate balance of investment and ethical oversight. If Paka scales too quickly, it risks losing the very "craft" element that differentiated it in the marketplace; if it scales too slowly, it may fail to hit its 2035 benchmarks.

Furthermore, the consumer expectation for performance creates a "durability paradox." Synthetics have trained consumers to expect garments that last for years without losing their shape or color. Transitioning to natural fibers necessitates a shift in consumer behavior, requiring users to care for their garments differently. Paka’s success will depend heavily on its ability to educate its customer base on the value of natural degradation, repair, and mindful consumption.

The Role of Transparency as a Competitive Advantage

In an era of "greenwashing," where brands often make vague environmental claims, Paka’s reliance on hard, traceable data serves as a distinct competitive advantage. By providing coordinates for its alpaca sourcing, the brand is effectively building a "trust infrastructure." This allows the company to justify its price points to consumers who are increasingly willing to pay a premium for verified, ethical, and sustainable manufacturing processes.

The inclusion of the Quechuan tribe’s heritage in its branding is not merely a marketing tactic; it is an essential component of the company’s supply chain risk management. By maintaining these long-standing relationships, Paka ensures a level of quality control that is rarely achievable in the anonymous, large-scale commodity market.

Looking Toward 2035

As Paka enters its second decade, the company’s evolution serves as a case study for mid-sized apparel firms attempting to scale while remaining tethered to their founding values. The 90 percent target is ambitious, particularly for a company that relies on technical performance, but the foundation laid between 2016 and 2024 suggests a high degree of intent.

The transition to plant-derived fibers like hemp and pima cotton is particularly timely. Hemp, in particular, is gaining traction due to its low water usage and ability to grow without synthetic fertilizers, aligning perfectly with the environmental criteria that Paka has established. As the brand continues to refine its material mix, the industry will be watching closely to see if Paka can maintain its performance standards while successfully phasing out the synthetics that have long been the industry standard.

Ultimately, Paka’s commitment is a testament to the fact that the future of fashion is increasingly looking to the past. By leveraging the ancient knowledge of the alpaqueros and the regenerative potential of traditional fibers, the company is not just creating apparel; it is constructing a blueprint for a more resilient, transparent, and environmentally responsible fashion ecosystem. Whether the goal of 90 percent natural content by 2035 is achieved will depend on the brand’s ability to balance the rigid requirements of industrial production with the organic realities of regenerative agriculture. For now, the move signals a definitive departure from the status quo and a bold step into the next decade of sustainable retail.