The company, based in Bregenz, Austria, said the new packaging is a “contemporary update that perfectly contributes to the brand’s rejuvenation and commitment to sustainability.”
“Plastic has been reduced to an absolute minimum,” CEO Axel Dreher said. “With our new packaging, we’ll be saving up to 28 tons each and every year coming. Only a small window remained, allowing for a sneak peak at what’s inside.”
Dreher said Wolford, which designs and manufactures legwear, lingerie and bodywear, demands the highest quality and environmental responsibility its suppliers, so a new approach to the brand’s packaging was also needed. Cellulose and wood are used as the base for the new packaging, which is “processed in the most ecological way.” In addition, the cardboard used for all of its packaging is completely recyclable.
At the same time, the company has adopted printing colors that are sustainable and “even food-safe.”
Wolford creates and produces its products in Austria and Slovenia, “meeting the highest environmental standards in the textile industry” as underscored by its partnership with Bluesign Technologies.
Wolford has also received Cradle to Cradle gold level certification for its Aurora collection, meaning it is 100 percent biodegradable or recyclable. The collection has also teamed up with a supplier whose packaging is also Cradle to Cradle Certified.
Wolford said, “By reworking and rejuvenating our packaging design, we are not only connecting to a new generation of consumers, but telling our story. Our photography focuses more than ever on Wolford’s unique touch and feel against the skin…Black and white are accented with the natural beauty of skin tones. Illustrations represent confidence, femininity and quality in a very authentic way.”
Earlier this year, Walmart introduced a comprehensive set of plastic waste reduction initiatives aimed at advancing the sustainability of its private-brand packaging and promoting recycling labels. The new programs are expected to impact more than 30,000 SKUs and expand efforts to reduce plastic waste in Walmart U.S. and Sam’s Club operations.
Overall goals include achieving 100 percent recyclable, reusable or industrially compostable packaging for its private brand packaging and targeting at least 20 percent post-consumer recycled content in private-brand packaging by 2025.
Skechers said last month that it has reduced the amount of plastic in its footwear packaging by 85 percent to just 10 percent of its foot forms since 2016. It’s part of a strategy to increase the use of sustainable packaging worldwide, with 99 percent of Skechers-branded shoeboxes meeting Forestry Stewardship Council standards for responsible sourcing and 94 percent are recyclable. All of the brand’s packaging materials are now printed with soy- or water-based inks.