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The Importance Of Sustainable Packaging

Posted by Deep Now Lab Team on
The Importance Of Sustainable Packaging

Packaging. It’s probably the last thing on your mind when you click “buy” during an online order. That’s because brands understandably sell you a vision of their product, not what it will be delivered in. And yet, packaging is a serious issue. According to OECD, it causes 40% of global plastic waste. Why should we care? Well, plastic is just about the most environmentally damaging consumer material out there. 

Here’s why plastic is a problem: 

  • Plastic is made from oil or gas
  • The burning of oil and gas drives Global Heating
  • Plastic is non-biodegradable, so it stays in the ground for centuries
  • Plastic sheds microfibres - which pollute air, water, soil - and even human beings
  • Plastic involves an array of toxic substances
  • Single-use plastics frequently end up in the ocean

Alarmingly, oil and gas companies consider plastic to be their next major growth market. That means that products made from plastic (including packaging) will keep the fossil fuel industry afloat when we need to be scaling back the extraction of said fuels to save our planet. 

All this makes the issue of plastic packaging feel suddenly worth paying attention to. It is just one facet of fashion’s so-called “addiction to plastic” - and one that can be easily improved. 

What is sustainable packaging? 

In contrast to packaging made from plastic, sustainable packaging is constructed from materials like paper, compostable materials, or cardboard. The first packaging issue this solves is disposability as these materials are both biodegradable and recyclable. Additionally, it’s estimated that paper and paperboard packaging creates only “3-5% of the carbon compared to the average product they protect.” Sustainable packaging therefore has a lower global warming potential, and a lower environmental footprint than regular packaging. 

Innovations in packaging production mean that we should see more sustainable options in the future. This could involve source materials as diverse as mushrooms and seaweed


What packaging does DEEP NOW LAB use? 

Safe to say, we’re proud of our packaging. Our orders come in humble FSC certified paper envelopes, which has a double closure, thus allowing the envelope to be reused. Furthemore we use smaller biodegradable bags for individual garments that are lovingly decorated with our Logo and a sentence that encourages the reuse of the bag for your own composting. There’s absolutely no plastic involved.

That our packaging is strong, or pretty enough to be reused shows just how sustainable it can be. In addition, every order includes its very own thank you postcard. Our hope is that this sustainable packaging offers something fresh in a fashion market that is drowning in cheap plastic packaging. 


Sustainable fashion needs sustainable packaging

While packaging may seem like a non-issue to some, we think it’s just as important as the garments themselves. Wrapping our sustainable clothing in plastic would be like baking the finest homemade cake using natural ingredients, only to slather it in cheap, processed chocolate! All that effort - for nothing. 

We partner with family owned factories in Portugal who we know and trust, and who produce garments with a handmade quality. But before any of this: we ensure that the fabrics we use are low impact and environmentally-friendly. We try to limit, or avoid entirely, the use of synthetic fibres like virgin elastane, and focus more on natural fibres like organic cotton, and in the future recycled cotton, linen, and wool as well. 

Finally, we believe that sustainable packaging also improves the experience of receiving sustainable fashion. It contributes to the slowing down of fashion consumption - because packaging that is worth treasuring compliments products that are worth hanging onto forever. When it comes to sustainable fashion, we firmly believe that every detail counts. Sustainable packaging should become the norm across all industries as we look to reduce the burden put on the planet by disposable plastics.


Lutz Schwenke, The Importance of Sustainable Packaging,, November 3, 2022

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