As many luxury fashion brands are on the path to eliminate their carbon footprint and help reduce the amount of plastic in the world, Burberry announces their new packaging which is made from 58 million recycled coffee cups.
Burberry announced in February of 2019 that they were on the path to a new and innovative way to recycle through their packaging.
With a new bohemian look, Burberry’s packaging has gone from iconic festive gold to minimalistic and eco-friendly.
The bags and boxes now have the recycled paper look with a mint green interior to represent their new commitment to the environment.
Since this announcement, Burberry has signed the Ellen MacArthur Foundation’s New Plastics Economy Global Commitment pledge. A pledge to eliminate the unnecessary use of plastic, and replace it with 100% reusable, recyclable or compostable plastics in their products and storefronts.
This commitment allows for other high-end luxury brands to see the impact that Burberry is making and hopefully follow suit.
Many of these luxury brands, among other clothing brands use plastic for many things including packaging, plastic hangers, labels, and many other products that require the use of plastic.
Since this announcement, Burberry has recycled 58 million coffee cups from landfills into their new packaging, allowing for a luxury feel, that can easily be reused and recycled by their customers and consumers.
This new packaging has been certified by the Forest Stewardship Council, a non-profit, non-governmental organization that certifies and identifies responsibly sourced wood, paper and other forest products.
With this innovative way to promote the brand, the packaging they use is a first step to the many larger steps luxury retailers need to take.
Showing consumers upfront on how the brand’s image is changing is a striking step to showcase that this is a pledge to become plastic-free by 2025.