Paper instead of Plastic

Menswear start-up “Asket” has redesigned its packaging to significantly reduce the environmental impact it causes. The company is not making a trade secret of the concept but is making it available to interested parties as a white paper.

After twelve months of preparation, menswear start-up “Asket” has unveiled a revised packaging concept. This does away with plastic poly bags and instead relies on 100 percent recycled paper cards and cardboard boxes. As a result, total material use per order is reduced by 22 percent, and packaging-related CO₂ emissions are cut by 47 percent.

In developing the new packaging, the Asket team fundamentally rethought all aspects of the existing setup, the company points out. The approach focused on reducing the material used as much as possible. Plastic was to be eliminated. The result: mailer cards and boxes made from 100 percent recycled paper, as well as glassine paper bags from FSC-certified suppliers.

Reduced, functional and aesthetic

Of course, design was also important. The goal was to strike a balance between reducing material use and protecting clothing, while appealing to customers with easy-to-read labels and a functional form. “When it comes to reducing environmental impact, nothing is simple,” explains Estelle Nordin, operations manager at Asket and project manager for the packaging redesign. “Our twelve-month project was multi-faceted and full of learning. We hope that with the whitepaper, we can provide a neat framework for other brands to follow, regardless of their current packaging configuration.”

Asket was launched with the ambition to end overconsumption and drive new practices in the apparel industry – introducing a business model based on permanent collection and producing garments under full transparency and accountability. “This thinking extends from packaging through our entire value chain,” says Co-Founder August Bard Bringéus.