Whenever you buy new clothes, whether online or from a retail store, you’ve likely noticed the amount of packaging that comes with them. There’s usually a plastic bag, a branded box, tissue wrap, or a clear polybag that keeps the garment intact until checkout.
Once the garment is out, most of that packaging is discarded. For the fashion industry, single-use plastic packaging has become an increasingly visible challenge.
The rise of fast fashion and the explosive growth of e-commerce mean more packaging is being produced, handled, and thrown away than ever before. It has turned into a significant source of waste across global supply chains.
Governments are responding. New regulations are pushing brands to rethink how packaging is designed, sourced, and recovered. In the EU, all packaging is expected to be recyclable or reusable by 2030. Markets like the UK have introduced taxes on plastic packaging with low recycled content.
Against this backdrop, sustainable packaging brands in fashion are beginning to stand out. Here, I’ve tried to examine how leading fashion brands are already approaching sustainable packaging through real decisions, real materials, and real systems in use today.
- Replacing conventional plastic packaging materials
The first step towards creating a more sustainable packaging design in fashion is rethinking what the packaging is made of.
Plastic polybags, sleeves, and mailers have been used for decades. That’s primarily because they’re cheap, light, and easy to handle. But their environmental impact has become harder to ignore as volumes continue to grow.
As a result, many leading fashion brands have begun replacing conventional plastics with alternative materials. Some have moved toward compostable or plant-based films. Others have shifted to paper or fibre-based packaging.
Below are some of the most notable examples.
Reformation (USA):
Reformation’s packaging is currently made from 100% recycled materials. This includes recycled paper and cardboard formats. They also use recycled plastic components where plastic is still required for garment protection.
The brand is explicit that its packaging transition is ongoing. They don’t claim that all packaging formats are already plastic‑free. But the brand is focused on reducing virgin plastic use over time and testing alternatives.
Packaging is reported alongside other environmental metrics. This signals that it is treated as a measurable part of the Reformation’s overall footprint.
Aspiga (UK, B Corp):
Aspiga confirms that no plastic is used in its own‑brand packaging. Garments are shipped in 100% compostable bags made from cornstarch and cassava root. Plastic tape has also been replaced with paper tape.
The brand also uses recycled and biodegradable materials where additional packaging is needed. That makes Aspiga one of the few fashion brands that have fully removed plastic from their packaging.
Rêve En Vert (UK):
Rêve En Vert is a UK-based luxury fashion and lifestyle platform. They are focused on sustainable packaging design. And it is apparent through their use of natural fibers and eco-friendly packaging.
The brand emphasizes a low-impact approach in their shopping and brand story. They haven’t explicitly stated the exact packaging material.
But it’s clear that using environmentally friendly packaging is a core part of how Rêve En Vert presents itself to shoppers.
- Reducing packaging materials
Using biodegradable materials is one way to create sustainable packaging design in fashion. Another way to cut packaging waste is more direct. I’m talking about using less packaging in the first place.
Some fashion brands are now focusing on reducing how much material enters the system altogether. They are doing it by optimising box sizes, reusing shipping cartons, and removing unnecessary layers.
These decisions are less visible than swapping materials, but they often deliver immediate impact. Let’s check out two large brands that illustrate how this approach works in practice.
Patagonia (USA):
Patagonia uses 100% recycled content across its packaging formats, including boxes, poly bags, and mailers. This way, the brand cuts down on the use of virgin resources and lowers the overall footprint of its packaging.
The brand is also involved in industry initiatives aimed at improving packaging systems. It participated in Canopy’s Pack4Good initiative to protect forests, species, and the climate.
Patagonia does not publicly document every packaging design choice. But its policies and partnerships show that they prioritize packaging recyclable materials.
Inditex:
Inditex is the parent company of fashion brand Zara. Through programs such as Green to Pack, the company has significantly reduced packaging.
Under this framework, online orders are shipped in recycled cardboard boxes. These boxes are reused multiple times before being recycled.
This reuse and optimisation strategy reduces the total amount of packaging material required across operations.
Inditex has also publicly committed to sustainable packaging innovation. They aim achieve this through initiatives focused on responsible sourcing and recycled content.
- Redesigning packaging systems
When talking about sustainable packaging examples in fashion, it’s crucial that we look at brands that have reworked the entire system.
Many of these brands prioritize reusing. So, they focus on designing packaging that can be kept in use for longer. This helps cut down on waste at the source.
The Green Garmento (USA):
The Green Garmento offers a simple but powerful alternative to disposable garment bags. Their 4-in-1 reusable bag is designed to replace the single-use plastic covers.
This product acts as a dry-cleaning cover, a hanging hamper, a duffel, and more, all in one. By allowing customers to use the same bag again and again, The Green Garmento helps dry-cleaning stores and consumers move away from throwaway plastic packaging.
This approach has caught on in many stores. It’s a great example of how switching to a reusable system can significantly reduce packaging waste.
Zalando (Europe):
Zalando is one of Europe’s biggest online fashion retailers. And we should also examine how they have rethought packaging.
In 2019, Zalando ran a pilot in the Nordics. The idea was to test reusable shipping packaging for online orders. Customers received their deliveries in sturdy bags. These bags could be returned, cleaned, and used again.
This initiative was done in partnership with RePack. It aimed to cut down on packaging waste by keeping each mailer in circulation for as long as possible.
The most recent sustainability updates from Zalando focus on recycled content and overall waste reduction. But the Nordic pilot remains a great real-world example of how big e-commerce players can test reusable packaging at scale.
- Transparency, labelling and consumer communication
For fashion brands, changing packaging is just one part of the challenge. Making sure customers understand those changes is just as important.
Today, packaging isn’t only for protection or display; it’s a way for brands to show what they stand for. Some brands use sustainability reports. Others rely on labels, certifications, or digital tools.
The goal is always the same: make it easy for customers to see what’s different, and why it matters.
Reformation (USA):
Reformation treats packaging as a visible part of its sustainability efforts. The brand uses its public sustainability reports to let users know about its sustainable packaging innovations. They also share updates as they work toward reducing plastic even further.
Rather than setting packaging aside as a marketing point, Reformation talks about it as part of its larger environmental footprint.
Because of this, customers who care about sustainable packaging design in fashion can see exactly what’s being done.
B Corp Fashion Brands:
B Corp certification is an independent standard. It’s awarded to brands that meet high standards for social and environmental responsibility, transparency, and accountability.
Some B Corp labels extend this commitment by clearly stating which materials are used and providing guidance on proper disposal. In a few cases, brands use digital tools linked to packaging.
Gabriela Hearst has historically used compostable packaging. The brand also connects these decisions to its overall sustainability story.
Another Tomorrow, a B Corp-certified label, uses QR codes so customers can see exactly how products and packaging are sourced and made.
There isn’t one way to do this. But what these brands share is a focus on clarity and honest communication.
How innovation makes sustainable packaging possible
Swapping materials is only half the story. The other half is fit. Can the new pack run on existing lines, protect the garment, and meet price targets?
At UKHI, we develop compostable films for garment bags and mailers that work on standard converting equipment. In India, that often means performance close to conventional plastics on line speeds and handling. It also means costs brands can work with and export readiness for the US and UK markets.
Final thoughts
The drive for sustainability in the fashion industry is only gaining speed. With time, there will be new regulations, higher consumer demand, and rising awareness. That will drive more brands to look for creative solutions.
Challenges will be there on the way. But, collaboration between suppliers, startups, and brands will fuel real innovation.
The future will likely see even more brands adopting sustainable packaging in fashion. They will also likely work transparent reporting and consumer education into their packaging strategies.
