The fashion industry is under increasing pressure from both governments and civil society to become more socially and environmentally responsible. In response, brands are focusing on changing the element of their biggest footprint, namely the clothes themselves. We commend this focus. At the same time, when packaging and physical brand experiences are completely left out of sustainability strategies and are only viewed as a cost, we believe brands are missing out.

Join us in this long read as we highlight opportunities in the intersection between sustainability, material innovation and physical brand experiences. By tapping into these, we believe fashion brands can gain credibility in sustainability and build resilient brands that consumers love.

Opportunity 1: Cut cost by reducing material use

Using less resources more effectively should be central to every sustainability strategy. This means cutting back on material use through eliminating unnecessary elements and choosing more lightweight materials. But it can also be a strategy for a brand to stand out and create better user experiences. Done right, it can not only cut cost and emissions, but at the same time increase the brand experience. One example of this is our packaging redesign for the Copenhagen-based bedding manufacturer Tekla. 

Working closely with Tekla, we built insights by interviewing wholesale partners, studying Tekla’s supply chain and analyzing the existing pack system. 

The solution elevates old standards through use of innovative materials like Paptic, that bring a tactility evocative of textile. Rethinking premium, we leaned into context and designed a lightweight packaging system for endless bedding combinations.

Opportunity 2: Recyclable materials that elevate experiences

Using less resources also means designing for circularity, so the materials used can be recovered and kept in circulation. One of the main ways to achieve this is applying a scrutiny to material choice, carefully selecting renewable materials that are widely recycled. This also means making solutions that is made of only one material, a “mono-material” packaging reduced to its essence. Focusing on the essential is also the ethos of Norwegian fashion brand Julie Josephine, which combines simplicity with attention to quality and craft.

The handles have an elevated cotton feel but are made of wood-based fibres, which are fully recyclable with paper. Photography by Porter & Goods.

Opportunity 3: Resilient value chains 

When tasked with working on the identity of the luxury knitwear brand O.A.Devold, we decided to pay close tribute to their rich history by letting ourselves be inspired by nature itself and their heritage. Both acted as a guide for developing a responsible solution. By having a holistic value chain view and operational robustness in mind, we near-shored production to Europe to both achieve a future-proof value chain. In this way, working with experts closer to home can eliminate worries about delays and issues from asian container shipments, complex customs work and focus on making products and experiences better. Not to mention the reduced emissions coming from fewer miles travelled across the value chain. 

Material choices inspired by nature and Norwegian heritage, can both have a smaller impact, maintain a premium experience while simultaneously communicating responsibility. 

The fast-changing landscape of sustainable material innovation

It’s safe to say that consumer awareness of brands’ environmental impact, and especially materials, has never been higher. According to a global survey by Nielsen, 73% of consumers are willing to change their consumption habits to reduce their environmental impact, with plastic waste being a top concern.

Historically, it’s been hard for brands to respond to these expectations of sustainability with concrete changes in their material and design practice. An example is how hard it’s been to find responsible alternatives to that are as safe, cost effective and printable as plastic. This is now changing fast.

Sustainable material innovation has gained in momentum the last three years, with interesting ventures like Paptic with their fabric-like paper material produced in Germany and Finland are appearing in the landscape. Another example is glassine, a very smooth and glossy paper with translucent properties stemming from the unique production process. A third unique innovation is bag handles made of braided or knitted fiber. It has a premium look and feel, but is made from renewable, wood based fiber materials.

As always when introducing new, unique materials, remember to include clear recycling instructions and aim to keep your packaging solutions as a mono-material throughout. Only a couple of years ago, these materials were less cost competitive, being used mostly for capsule projects and pilots. However, with a fast changing landscape, they are now available at scale, competitive prices and are now carried by robust and dependable suppliers.

How a “just enough” ethos is redefining luxury

It’s not only material technology that is changing. Perhaps the biggest change that bring opportunities in physical manifestations for brands, is the evolving idea of what makes a luxury or high-end fashion brand. No longer are they confined to the concepts of maximalism and excess. 

Both heritage brands and new trailblazers gain love from consumers through embracing authenticity, sophistication and above all minimalism and a connection to nature, driven by a pursuit for a more harmonious coexistence with the planet. After all, using less resources, within the boundaries of the planet’s ability to recover should be every company’s north star. 

By reading this, you’ll probably guess that we think now is the time for brands to see packaging and physical brand experiences as an opportunity, and explore these exciting new possibilities of sustainable packaging materials in resilient value chains designed in a cost and resource effective way.

If you would like our thoughts on a potential project or partnership regarding sustainable brands and packaging in fashion, please send camilla@goods.no an email.