Sustainable fashion is about more than just packaging
January 23, 2020
Sustainable initiatives continue to be at the forefront of a changing retail and fashion industry as brands look to reduce their impact on the environment.
A recent initiative by fashion brand The Iconic is looking specifically at clothes already purchased, worn, and loved by their customers.
In a partnership with the Salvos and Australian Post, the Iconic are encouraging customers to return their clothes to be donated to charity – rather than having them end up in landfill.
The ‘Giving Made Easy’ initiative allows customers to login to an online portal, download a pre-paid post label, and have their clothes sent to their closest Salvos store.
Addressing the huge issue of textile waste, The Iconic are hoping this moves assists with an estimated 23kgs of clothing that the average Australian sends to landfill every year.
As just one part of their 2020 Sustainability and ethical sourcing strategy, The Iconic has also committed to targets in Ethical Sourcing, Carbon and Energy, Waste and Recycling, Community Engagement, Diversity and Inclusion and Body Positivity.
The brand has also made packaging commitments, including:
- 100 per cent of customer-facing packaging will be made of recycled content;
- 70 per cent of private-label poly bags will be made of recycled plastic;
- 100 per cent of private label primary packaging materials across all categories will be fully recyclable in Australia;
- 80 per cent of private-label paper and cardboard packaging will be made from verified recycled pulp;
- 80 per cent of private-label product SKUs will have on-pack communication about their packaging sustainability or recyclability.
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