US-based premium apparel brand PrAna, announced that it has achieved its long-term objective of 100% plastic-free packaging, a year since the launch of its Responsible Packaging Movement (RPM) which was created to both inspire and achieve industry-wide change around responsible packaging. The news comes with the launch of their Fall/Winter 2021 collection.
The company’s path to zero-plastic packaging began 11 years ago, when the manager of its Boulder, CO retail shop submitted a photo of a pile of plastic polybags collected from a daily goods shipment, along with the query, “What do you want me to do with all of this?”
PrAna has been using a grassroots approach to reducing plastic and unnecessary waste in its packaging since 2010. The firm has successfully removed over 20 million polybags from its supply chain to date using its roll-pack method.
Rachel K. Lincoln, PrAna’s Director of Sustainability, said that finding a method to preserve their more delicate items, like swimwear and outerwear, was their final barrier in the road towards plastic-free packaging. It’s true that some items require protection, and using the glassine bag was an excellent choice. They were able to do away with the plastic bag while still delivering a high-quality clothing and brand experience.
Glassine is a pulp-based paper that retains some of the benefits of plastic in terms of durability. Recycled materials and other innovative packaging solutions were used throughout the rest of the brand’s sustainable packaging strategy.
According to PrAna, the Responsible Packaging Movement has attracted over 80 businesses from a variety of industries in the last year. (By the end of 2021, they hope to have 100 partners.) GSI, HOKA, and LifeStraw are among the brands that have joined in.
A network of like-minded companies, monthly webinars, and roundtable conversations with industry professionals are all part of the programme. It also provides social media tools to assist partners to communicate their progress.
In addition, the company pledges to eliminate ancient and endangered forest fibres by 2022 and virgin forest fibres by 2025. By 2028, it plans to create all of its clothing in Fair Trade Certified facilities.